![]() ![]() And what we learned, also from subscription, is that subscription has created an opportunity for people who couldn’t afford to acquire Pro Tools because maybe it was just too much money upfront for them to buy a copy of Pro Tools. ![]() If they want the new features, they need to be on a program, or they can subscribe. If people want to buy Pro Tools as a traditional license they can, and they use it forever. We never took away the traditional model. ![]() We’ll keep offering that, but we added subscription options, added being the important word, to our price offering. Our view from the very beginning has been “be flexible.” If people want to buy it the traditional way that they’ve bought it for 25 years? Fine. But that’s not true, we never have done that. I think one of the lessons that we’ve learned is that to be really crystal clear: A lot of people thought we had basically pulled the rug out from underneath them and went to subscription only. Jeff, backing up a second to where you mentioned additional music creation tools, can you let me know specifically what you mean by that? Do you mean developing virtual instruments and soft synths? Or something else? ![]() Tools around the digital enablement of the community will be a big area that we’re going to innovate in. We unveiled the Avid Connect app back at NAB, and that’s a way that we’re going to help make it even easier for people to find each other, or to find people to collaborate with or to get their work heard, or their work seen, depending on whether they’re in video or audio. We see lot of opportunity in helping the community more than we are today with a lot of tools to help connect people, allow them to collaborate, allow them to share, allow them to get their music or their work heard. It did all start with Cloud Collaboration for Pro Tools which is an amazing tool set that keeps growing, that’s just a start for us. There’s nothing we can announce yet, but I think the community’s going to see us executing pretty aggressively over the next 12-to-18 months. The same thing is on our product strategies - these are all things that were really baked and formed within the company. The person who really has driven our Avid Customer Association is actually Keli Callaghan, and she has been someone who, from the first day, has been someone driving that, along with Dana Ruzicka, who is our chief product officer, and myself who were heavily involved from the beginning. The reality is that, while Louis maybe was often the person upfront talking about given initiatives, those really were initiatives of the company. That’s a good question - I’ve been asked that before. How might the unexpected leadership change, in respect to Louis Hernandez, Jr.’s departure, affect continuity in terms of the focus on Avid community initiatives, Pro Tools development, and other programs that were launched during his tenure as CEO? That was really just to line up, I guess you could call it, my leadership team for what I think the company needs moving forward. So I did make a number of changes, all at once, of the senior leadership team here a little while ago. I took the first 100 days or so - even though I’ve been with the company for years - to analyze the company from a new vantage point, and really look at the executive team and the leadership team. How will this new leadership team balance the needs of their two primary user groups – the audio-oriented one side, the visual types on another? How much of a priority is Pro Tools to Avid? To what degree is the company emphasizing Pro Tools hardware versus software? How is it ensuring that its customers’ needs are heard? Rosica tackled these questions and more in this conversation with SonicScoop. Soon after Rosica’s appointment as CEO, a number of other executive officer and management roles were reshuffled, including the appointments of Ken Gayron as CFO & Executive Vice President, Jason Duva to the newly created role of Chief Legal and Administrative Officer & Executive Vice President, Dana Ruzicka as Chief Product Officer, Dave Perillo as Senior Vice President of Global Supply Chain Operations, Diana Brunelle as Chief Human Resources Officer & Vice President, and Tim Claman as Chief Technology Officer & Vice President of Product Management. Jeff Rosica became CEO of Avid in Februrary, 2018.Ī five-year veteran of Avid with the previous title of Senior Vice President, Chief Sales and Marketing Officer, Rosica came to the company following positions at Grass Valley, Thomson, and Philips Broadcast, consistently growing an executive profile primarily in the broadcast realm. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |