What next for Avid?

Avid Technology is a company with a lot of meaning for all of us in MAC.  Graham Sharp, Adrian Scott and Jesper Rossing have worked for Avid in various roles; Tom Wragg and Ted Taylor have been important customers; one way or the other, Avid has been an important factor in all of our professional lives.

So we keep an eye on what is happening there.

In recent years, Avid, once such a dominant player, has tried everything in its power to right what is seemingly a permanently listing ship. Acquisitions, product re-positionings, management reshuffles, layoffs, new head office…they’ve tried it all.

But is it working? Chairman and CEO Gary Greenfield says his biggest challenge at the moment is educating the market about what Avid stands for. “Another Version In Development” is the old joke, but can Gary develop a new corporate strategy and raise Avid to greatness again? Or is he positioning Avid for a sell-off? And if so who would buy?

Read more here from Mike Grotticelli in Broadcasting Engineering…

About Adrian Scott
Adrian Scott is a MAC associate having had a long career in broadcasting and broadcast technology; he specializes in Market Research and Marketing Communications.


4 Responses to “What next for Avid?”
  1. What they need is a brand new set of exciting product ideas and media tools. I got ‘em. I can’t get heard. I don’t want to simply donate them.

  2. Gary Baker says:

    Gary Greenfield’s remit in 2007 was to trim and sell; the sub-prime market crash prevented that. The management team brought in by GG to achieve this are all short term strategists and they beat about the market creating a lot of noise with brilliant promises, customers are not fooled thus causing loss of loyalty over the last few years.

    Avid’s current market cap is about 700million as Wall street enjoyed the latest round of layoff’s with a 25% jump in share price. Unfortunately the only companies big enough that would be interested in Avid, would be there to strip out the intellectual property and close down competition.

  3. Adrian Scott says:

    For those of us who were at Avid in what might be called the “glory days” it is a bit depressing to see and hear from customers how much their trust in, excitement about and commitment to Avid has diminished. It starts and ends with happy customers…whatever it takes to achieve that.

  4. john9 says:

    Avid are now slashing the workforce again. They bought maxt and have shelved it. The storage platform is expensive. The salesforce is demotivated. Where next? Either chapter 11 or stripped

Speak Your Mind

Tell us what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!