The release of Avid Media Composer 7 and its related price drops not withstanding, Avid seems to be struggling to define what it is in the market. I don’t have as good contacts at Avid as I do at Adobe and Apple, but the feeling I’m getting is that the word “beleaguered” can be applied.
Adobe is everywhere. Adobe has seized on the current confusion in the market place with both hands and is aggressively leveraging their Creative Suite products to fill the void. The announcement of Adobe Anywhere allowing collaboration between editing team members without regard to geographic location has the potential to transform the entire collaborative process of editing.
Apple’s Final Cut Pro X software was visible at the show, with new software, hardware, and alliances announced from a variety of companies. In fact, the week before NAB, Apple announced that it has sold more seats of FCP X than of FCP 7. But, FCP X seems to be playing in a different market than the NAB crowd. Not better, not worse. Just different.
His assessment of the big 3 A's and their corresponding NLE is spot on. Avid - Beleaguered. Adobe - Everywhere. Apple - Different Market. His critique of The Industry and The Resolution Race are also extremely salient.