Re: Avid says No to NAB 2008

"We all know that Apple are good at creating a buzz around their product range. But does this really help you Ben when you are editing?"

Most of the spectators at the Apple booth are there because they like the products - they work well, are reasonably intuitive and, more importantly, they are cheap so many more people can get in on the action. With Avid, you can't even step up to the plate with less than $100k to work with, and their entire system is propped up on a code base that is what, almost 15-20 years old? Not to start a FCP vs. Avid debate here, but Avid doesn't generate much excitement for the average trade show attendee because it is overpriced and not FOR the mainstream, average editor. Apple's success isn't based on unwarranted hype and marketing, it's based on accessibility, which is key to having a good showing at a trade show.

I would wager that the vast majority of Avid's current business is made up of long-term customers from back in the early days of computer-based editing, who are so used to Avid (and the name being synonymous with high-end editing) that they are hesitant to move to other products. Avid seems to be banking on a small set of dedicated users to keep them going. Based on this, there really isn't much need for them to hit the big expensive trade shows.

In some ways it does point to a downturn for them, if only because it highlights what an "elite" system it is, so elite in fact that average purchasers don't frequent their booths enough to justify the expense. If they can't get younger editors to use their products, they lose. Unfortunately the only way to do that is to stop charging $900 per hard drive and $150,000 for a piece of software who's next competitor charges $1,299.

But that's just my 2 cents.