Avid Technology has initiated a major shift in its approach to serving industry professionals. The company announced that it will not have an exhibition booth at the 2008 NAB Convention - but says it plans to be in Las Vegas next April to meet with customers, writes Fergal Ringrose.
Avid says that based on market research it will instead roll out a series of customer-focused initiatives in 2008 - all of which will be designed to make it easier for customers, prospects and the media to interact with the company. It will reveal the full details of its 2008 plan to the public in February.
"We are always evaluating the most effective ways to build closer relationships with our customers and keep pace with the ever-changing media market. Over the past few months, we've been collecting data from all of our constituents, and the findings have been clear - we need to connect with users in new ways," said Graham Sharp, vice president and general manager of Avid's Video division.
"As a result, we'll unveil a series of initiatives in 2008, which we believe will shake things up for our industry - in every region of the world and across all facets of our business.
"It's time for Avid to start giving something back to the industry and these activities will create a more vibrant community where customers and newcomers can learn, share, and understand where the industry is headed - and how they can help shape it."