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Originally Posted by xrekcor
Hmmmm weren’t we given Falcon? Didn’t realise it was tied to something.... like the update and support plan.
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I believe it is tied to support plan just like the Avid Plugin bundle.
Last year Avid was talking up all the new "products" they were prepping and i tried to remind everyone that "subscriptions" and "cloud services" were "products" to corp think, with a much larger profit margin than actual hardware and even software. So now we have avid play and a whole bunch of subs.
The writing was on the wall and i think there will be more to come as far as turning avid into a holding company for various "IT" type services. The new control surfaces are not bad but not game changing IMHO and i really dont think they're even close to done changing their business model.