Just to be clear. I run Product Marketing so what you see is in mainly a direct result of my efforts – no mysterious “Autodesk” bogey man. I am ex-softimage/avid and even though I was primarily focused on compositing and DS when I was there, I know full well what the product is capable of and we do make every effort we can market Softimage as a full-fledged application. In fact, if you check, this is exactly how we do market it: (www.autodesk.com/softimage<http://www.autodesk.com/softimage> ).
Autodesk® Softimage® 2013 3D character animation<http://www.autodesk.com/3danimation> and visual effects software delivers powerful new creative toolsets, a new high-fidelity interactive environment, and extended customizability. These new features help artists and technical directors working in visual effects<http://www.autodesk.com/visualeffectssoftware>, post production<http://www.autodesk.com/postproductionsoftware>, and 3D game development<http://usa.autodesk.com/media-entertainment/games/> get more from the product. From the new CrowdFX simulation feature, to enhanced modeling, animation, physics, and selection tools, Softimage 2013 helps you create compelling content faster. 3D Character Rigging<http://usa.autodesk.com/adsk/servlet/pc/item?siteID=123112&id=18307345> Dynamic Simulation<http://usa.autodesk.com/adsk/servlet/pc/item?siteID=123112&id=18307927> ICE & Softimage GigaCore<http://usa.autodesk.com/adsk/servlet/pc/item?siteID=123112&id=18306951> Pipeline Integration<http://usa.autodesk.com/adsk/servlet/pc/item?siteID=123112&id=18307164> Rendering & Imaging<http://usa.autodesk.com/adsk/servlet/pc/item?siteID=123112&id=18307868> Character & Facial Animation<http://usa.autodesk.com/adsk/servlet/pc/item?siteID=123112&id=18307811> Modeling & Texturing<http://usa.autodesk.com/adsk/servlet/pc/item?siteID=123112&id=18307958> What started this thread (and what most people seem to be hung up on) is a very specific campaign with a very specific purpose. You need to understand that purpose because otherwise the discussion has no meaning. For example, if we run an upgrade program promoting the new features in a release that does NOT mean that those features are all that the product does. It just means that for the intended audience (product owners that you want to upgrade) that is the most relevant message. Of course it makes no sense to a newcomer interested in the overall capabilities of the product. I am going to stand by my original position that if the intent of the campaign is to get Maya and 3ds max users to upgrade to a Suite and start using Softimage and MotionBuilder and Mudbox than the most effective way to do that is to tell them what those products ADD to what they already have. The intent of the campaign is NOT to promote the overall capabilities of Softimage to a new user. Now we can also argue till we are blue in the face as to which campaign we should focus on, but that campaign was specifically chosen because (1) the strategy across all Autodesk industries is to promote Suites and we need to align to that strategy and (2) we have a business to run and our largest business opportunity for Suites is of course 3ds max and Maya users. I am no Don Quixote, and have no interest in fighting pointless battles. I still believe we are embarked on the right strategies to (1) promote our portfolio and (2) grow our business in the context of both market demographics and Autodesk strategy. So let us put this one to rest. The campaign does what it is meant to do and speculating about alternative campaigns, while academically interesting, is irrelevant to the goal of selling Suites. In terms of general awareness – we have limited budgets and so we do what we can with what we have got. Our primary awareness vehicle for all products is the product/trial page on Autodesk.com – this is where the bulk of our traffic goes and through social media. Most of our program budgets and efforts are tied up in Suites initiatives. While it is nice to speculate what things would be like if Avid had not sold Softimage to Autodesk the point is moot whether we like it or not. We are all working with that reality and the complications that engenders. I certainly cannot pretend like it did not happen. Ultimately it is incorrect to assume that Marketing does not know what Softimage does as a product nor who our customers are or what their concerns are. We are very well aware and I and my team work hard to do the most we can with the resources we have. Maurice Patel Autodesk : Tél: 514 954-7134
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