Following the announcement of the re-branding of all Avid companies under the one name of Avid, COO Kirk Arnold has explained its direction in a webcast.
“Our mission… is centred on customers and leverages this passion that we see both in our customers and our employees to focus on their creativity and realise their dreams”
Its transformation has been based around its customers’ requirements in terms of completing complex workloads seamlessly. A theme the company has heard clearly through their interactions with customers is a need for an integration of video and audio products.
“About a year ago we launched the one Avid strategy. There are a set core components of that strategy… We will serve the enthusiast to the enterprise, focus on driving customer success, fluid dependable workloads, a focus on collaboration”.
While considering the customers that Avid currently has, the company will be considering future users. Recently, Avid has been meeting with high-end video editors “addressing the complex needs of the customer as well as removing some of that complexity for the next generation of editors” – one of the reasons Avid has recently been awarded the ACE Technical Excellence Award.
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There will also be further investment in some sectors of the business including product testing, the Avid e-commerce website and customer support – an area which is also now completely integrated. Global investment includes French television group M6, and extending relationships with the Canadian Broadcasting Corporation (CBC).
Alongside this, the company is looking to drive forward in live sound to become market leaders in this area, as well as investing in the ProTools portfolio.
“A continuous focus on how to make these tools work better together, so its market leadership, its moving into live sound and it’s the ability to integrate workflows to leverage the infrastructure between the audio and video environments that I think are critical for us”
Avid will be demonstrating the recently released software Video Satellite, and announcing new products at the upcoming ICB show in Amsterdam.
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