Avid 2011 Annual Report Download - page 7

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2
production careers in the digital workplace; independent video editors, facilities and filmmakers that produce video
media as a business but are not broadcasters; professional sound designers, editors and mixers and facilities that
specialize in the creation of audio for picture; songwriters, musicians, producers, film composers and engineers who
compose and record music professionally; and technicians, engineers, hire companies and facilities that present, record
and broadcast audio and video for live performances. For this market segment, we offer a wide range of innovative
products and solutions, including hardware- and software-based creative production tools, scalable media storage options
and collaborative workflows. These feature-rich solutions are accessible to users of varying skill and sophistication
levels. Our domain expertise also allows us to provide customers in this market segment with a broad range of
professional services. We sell into this market segment through storefront and on-line retailers, as well as through our
direct sales force and resellers.
• Creative Enthusiasts. This market segment is made up of individuals who are music, film or video enthusiasts with
varying degrees of involvement in content creation, ranging from casual users to dedicated hobbyists, including amateur
musicians, disc jockeys and “prosumers.” For customers in this market segment, we offer audio and video products and
solutions at an affordable price. These products and solutions are specifically designed for the desktop or home studio
and have rich feature sets similar to the post and professional products but with minimal learning curves. We sell into
this market segment through storefront and on-line retailers, via specialized resellers and directly using e-commerce.
INDUSTRY RECOGNITION
We have been honored over time for our technological innovation with 14 Emmy awards, a Grammy award, two Oscar statuettes
and the first ever America Cinema Editors Technical Excellence Award. Our most recent acknowledgment by the National
Academy of Television Arts & Sciences came in January 2011 with an Emmy® award for the “Development and Production of
Portable Tapeless Acquisition,” which the company created in the mid-1990s with Ikegami to improve the way production teams
capture and edit video content in the field.
Although we take pride in the honors bestowed upon us, greater satisfaction comes from awards given to our customers for the
films, music and television shows they create using our solutions. Once again, the 2012 winter awards season recognized the
tremendous contributions and accomplishments for Avid and our customers across the music, film and television industries.
These customers received dozens of Oscar, Grammy and ACE Eddie award nominations capturing wins in categories that include
Best Film, Best Edited Feature Film, Album of the Year, Record of the Year, Producer of the Year and a Lifetime Achievement
Award.
PRODUCTS AND SERVICES
We provide a broad range of software and hardware products and solutions, as well as services offerings, to address the diverse
needs, skills and sophistication levels found within our customer market segments. Information about the geographic breakdown
of our revenues and long-lived assets can be found in Note R to our Consolidated Financial Statements in Item 8 of this annual
report on Form 10-K.
The following table presents our revenues by type as a percentage of total net revenues for the periods indicated:
Video product revenues
Audio product revenues
Total product revenues
Services revenues
Total revenues
For the Year Ended December 31,
2011
41.2%
39.4%
80.6%
19.4%
100.0%
2010
41.6%
40.9%
82.5%
17.5%
100.0%
2009
41.2%
39.8%
81.0%
19.0%
100.0%
Video Products
Professional Video-Editing Solutions
We offer a wide range of software and hardware professional video-editing solutions. Our award-winning Media Composer