Apple’s ProApps team should get their heads into the Cloud

However much Final Cut users may disagree with Adobe’s software rental model it is likely that Final Cut’s only real competition will come from a cloud-based system.

Adobe were lucky that they named their rental bundle ‘Creative Cloud.’ Investors these days still know hardly anything about what ‘cloud’ means, but they know any business that includes ‘cloud’ in their strategic direction is keeping up with the latest fashions in tech.

Avid’s CEO even referred to their ProTools and Media Composer rental options as ‘cloud-based subscription.’

Despite Adobe and Avid’s nomenclature, they are far from being cloud-based editing platforms. Although Adobe are much farther along in that direction, it likely that Apple’s competition will come from an existing or new online service.

A post by Ben Thompson about the ‘Consumerization of IT’ shows three strategies for competing for mass adoption of cloud-based services. Perhaps Apple better pick a method for the consumerization of video editing and get on with it.

10 years ago Apple beat the IT establishment when users started to overrule the policies of tech buyers and suppliers at work: ‘Why use this company-supplied computer/phone when the one I bought for myself works better?’

For post production, Apple might be able to infiltrate media organisations via everyone except the post-production team. At some point when writers, researchers, producers and directors ask why the work they’ve already done in Final Cut needs to be transferred to a ‘professional system like Avid (or Premiere)’ — post people won’t be able to come up with a good enough argument.

However, just as the proportion of post production people to other people in media organisations is very small, the proportion of media organisations to other organisations is very small.

That means that whoever ‘wins’ battle for production tools in media organisations will be up against those who want to sell production tools to all organisations.

Sadly tracks just aren’t intuitive enough for the general public. That means that Apple have a big edge when it comes to mainstream editing.

The threat is likely to come from those with real cloud service skills. People who can demonstrate that they can reliably provide a rock-solid experience…

I wonder if Slack will buy frame.io

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