Avid unveils new initiative

Avid Technology held a press conference last week to talk about its”"New Thinking” initiative that will see reduced prices for its Media Composer software, the elimination of the Express Pro software and an effort to reach out to students and lower end users in order to “put more Avid Editors on the street.”

While it is not announcing any new products, the company will have a presence at the NAB show. As previously announced, it won't host an exhibit booth, saving millions of dollars, but will host two customer events at the Hard Rock Café & Hotel, on Sunday, and Monday of the annual technology convention.

There’s a new effort to consolidate its software editing applications, combining Avid Xpress Pro software into the Media Composer product line, and offering existing Avid Xpress Pro customers a pathway to upgrade to Media Composer software. The price of Media Composer software will be cut in half, and there’s new student pricing for Media Composer software (enabling any student at an accredited college or university with a valid student I.D. to purchase Media Composer software for $295).

Avid is also giving customers easier access to more accurate and personalized answers to important product and service queries, 24/7, without having to call customer support.

This is all being done in an effort to stem a negative perception within the industry. A company rep said Avid’s biggest problem currently, according to recent customer survey results it conducted, is poor customer service, so the company is launching a new customer-focused Web site dedicated to remedying this. It will include tips, product demos, chat rooms and new product updates.

As a company, Avid is shifting marketing dollars to engaging with customers on a personal level. Trade shows are the antithesis of that, according to the company. Again, a lot of this new effort will be Web-based.

For more information, visit www.avid.com/newthinking.