The wrong tree is right. Adrenaline is not Avid's bread and butter. XDV is. Has
been since they released it. Their stock went up and advancement on quality on
all other products stopped. It's obvious to me that being the industry leader
in the broadcast post-production biz is not their goal anymore. Selling bnoxes
of software at best buy is what they wanna do now.
When clients starts sighing at a Symphony or an Adrenaline system there really
is nothing else we can do but move on. To Nitris? Well I don't like the idea of
being forced by a company to pay 130k for a box that otta be about 75k.
Something about owning the best product a company has or will have to offer and
still not being all that impressed would make for less than a fullfilled
feeling I imagine, especially after being over charged for it. The thing is, we
are not forced at all. Other companies are taking note of the huge market Avid
no longer caters to. They are reasonably priced offer MUCH better quality than
Adrenaline and any meridien based box and tote many more bells and whistles. It
makes for an easy decision really.
Nobody sells more Xpri systems than Avid right now. They move alot of
VelocityQs too.
I hope they get some kick backs in return for raising the stocks of these
companies. Those kick backs can help fund their next downgrade.
grin
A
Tony Lazzerini <tony@xxxxxxx> wrote:
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I think we are barking up the wrong tree by asking for features on obsolete
products.
The key things Avid need to address are simple but quite profound.
Adrenaline is the flakiest product Avid has released in a long while. As their
bread and butter editing system it needs to get stable NOW. Feature finessing
can wait. When Chris writes in that he loves his Adrenaline, Avid will have got
it right.
The features it must have are those that make it look out-of-date already. So
it MUST have 10-bit video, high quality realtime effects, or at the very least
real-time rendering. And uncompressed HD without spending a fortune. Adrenaline
also looks very expensive in its SD form. Adrenaline with uncompressed HD at
around today?s price would be far more in tune with market demand than trying
to convince people that DS is the way to go. DS was designed as an effects box,
not an editing system. If Adrenaline did uncompressed HD and worked properly,
watch all the Symphony shops that have no intention of spending more money with
Avid all upgrade. Adrenaline has to outperform Symphony, with HD, it?s that
simple.
XpressPro/Mojo is in my opinion, one of Avid?s better products. It is way more
stable than Adrenaline in my experience, and is a great offline editor. But it
needs get the same interface as Adrenaline in editing terms, and where buttons
have the same labels, they should do the same things. I think Avid could
justify leaving out a few features (the paint stuff perhaps), but not things
such as ?top-and-tail? or multicam. The days when Avid could do this are over.
Mojo needs to get SDI IO right now. Avid could remove the analogue ins (but
keep the outs for monitoring), and charge more, but not much more. The
combination of real MC software and SDI would be the thing to take the wind out
of Apple?s sales and marketing effort. At the moment it is just too easy for
them. I don?t believe Avid are not interested in volume sales of low-cost
products. If they weren?t why boast about Mojo sales being 300% over target.
With MC and MojoPro, watch sales rise by an order of magnitude.
The other stuff is good for Marianna to collect, but all we are doing is asking
Avid to divert scarce resources away from ensuring their survival. Personally,
I?d rather they survived.
Tony L
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