[jsvalmont]

Avid, I think it would be great if you would do more 1st party plugin development and have more competitive pricing via sales, and vouchers around your plugin products.

It would also be cool if you made updates to some of your legacy products like the old Bomb Factory plugs. Make MKIIs, charge a reasonable $99 upgrade fee or whatever. Create incentives to get 3rd parties to make AAX DSP exclusive plugins as well.

You already have HANDS DOWN THE BEST DSP PLATFORM (because it is the most beautifully and tightly integrated the DAW, and all plugins can run BOTH DSP and Native) and you have a legacy of making so many great plugins too; you just need to unify and keep things fresh - right now it's all so fragmented and much of it seems so outdated.

Do more new development. Create a really cool store that engages people. Make people feel listened to. Make people feel proud to be Avid customers again. Customer engagement, excitement, loyalty and profits will dramatically increase by doing just this, because guess what, AAX DSP is Pro Tools exclusive! Take advantage of that!

You already took the first huge step and made the price of entry to HDX very reasonable. Take the next step!