For what its worth....
Schy raises good questions and I hope that David Krall is really questioning the decisions that have been made by this team of people.
If senior product people had actually listened to its user base, they would have allocated more resources to software enhancements and innovation across all its products. Instead they have put all their eggs in the hardware basket.
About 4 years ago I asked Joe Bentivegna "who at Avid owns effects and compositing". After a vacant stare his reply was Dana and his team. This is the team that left its "flagship - most expensive product" without anyone in a fulltime product designer for the last 2 years. Add the 2+ years that Michael Phillips and Steve Bayes spent as DS product designers - it is over 4 years that there has been a proper DS product designer with experience in high end finishing and effects. (No offfense to those guys, but all they focused was on the MC editing features and AAF conform stuff.)
So... now Avid now has 2 systems running Nitris hw without advanced tracking, rotoscoping, 3D compositing or global keyframing. There are just too many reasons that users need to leave the Avid environment to finish a shot in other packages. (Can't wait to test the Marquee code base in a 2K sequence!)
By not understanding or caring enough about compositing, the Tewks management team has assumed that all was well under the DS hood. Now they will try to market DS as the compositing companion to Symphony?
As a former Avid employee now back in the trenches of post-production, it is certainly in my best interest to support Avid's vision. Unfortunately, it has become impossible to do that.
-Ross
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Big Questions...
Have you seen these people in your marketplace? Have they visited your =
operation to better understand what you need from their products? How =
can we expect innovative products without active participation from the =
key people leading Avid's future development?
Dana Ruzicka, Vice President (publicly heard saying in public that =
there is no money to be made in the high end market)
Joseph Bentivegna, Vice President and Chief Operating Officer, Avid =
Video=20
Michael J. Rockwell, Chief Technology Officer=20
The core problem:
Avid has allowed itself to become distracted by Apple & FCP
Avid has lost focus on its core market
Avid has become a corporate behemoth that is no longer innovative
Avid dictates to the market instead of listening to the market
Avid lacks visionary understanding of their core market needs
Avid has become too focused on short term, quarterly goals and lacks =
any long term strategy
sg
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