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Avid Technology: Contrarian Position

Final Cut Pro is a software tool for prosumer and small productions.

Avid is not a prosumer company, it's main market is broadcast, hense the talk about video tapes. Avid also sells storage solutions which are replacing video tapes. Apple does not.

Avid has never made money from software. It makes money on hardware, turn key solutions, and service. Avid Media Composer has always been a loss leader.

Avid's future is in services, asset management for large entreprise, bigger contracts. Apple has no plans in that area, it is entirely concentrated on the prosumer market.

Avid's solution are not incompatible with final cut pro, they are complementary