In an open letter from CEO Gary Greenfield, Avid outlines the major organization and management changes they have made as part of their New Thinking campaign. He also lays out their core strategy going forward:

*Build competitive tools with differentiated performance, at the right price;
*Translate customer feedback into flexible, reliable, high-quality solutions;
*Become more “open,” offering greater interoperability between Avid systems and third-party products;
*Refresh our product lines more frequently; and
*Better leverage the innovation from all areas within the company to advance the market competitiveness of our offerings.

I see this as continued good news on the Avid front, that they are recognizing their shortcomings and making real changes to address those issues and move forward. Clearly the film and video market has changed in recent years…and you could say that Apple and others have been drinking Avid’s milkshake. This latest bit of reorganization news follows on the heels of their immediate New Thinking changes of reducing the price of Media Composer by 50%, and offering a sweet deal on the NLE software for students and educators. Competition is good for the consumer, so here’s hoping that these latest changes will further enable better, faster, stronger tools for independent filmmakers and content creators.

(Thanks to Randall Bennett for the tip)