digitalfilms by Oliver Peters
It?s interesting to see that in spite of a lot of press, the Avid Everywhere concept still results in confusion. They?ve certainly been enunciating it since last year, with a full roll-out at NAB this past April. For whatever reason, Avid Everywhere seems to be lumped together with Adobe Anywhere in the minds of many. Maybe it?s the similarity of names or it?s that they both have a cloud component, but they aren?t the same thing. Avid Everywhere is a corporate vision, while Adobe Anywhere is a specific product (more on that later).
Vision and strategy
Avid Technology is a company with a diverse range of hardware and software products, covering content creation (video, audio, graphics, news), asset management, audio/video hardware i/o, consoles and control surfaces, storage and servers. In an effort to consolidate and rebrand a wide-ranging set of offerings, Avid has repackaged these existing (and future) products under the banner of Avid Everywhere. This is a marketing strategy designed to convey the message that whatever your media needs might be, Avid has a product or service to satisfy that need. This is coupled to a community of users that can benefit from their common use of Avid products.
This vision positions Avid?s products as a ?platform?, in the same way that Windows, Mac OS X, iOS, Android, Apple hardware and PC hardware are all platforms. Within this platform concept, the products become stratified into product tiers or ?suites?. Bear in mind that ?suite? really refers to a group of products and not specifically a collection of hardware or software that you purchase as a single unit. The base layer of this platform contains the various software hooks that tie the products together ? for example, APIs required to use Media Composer software with Interplay asset management or in an ISIS SAN environment. This is called the Avid MediaCentral Platform. read more...