Until 2017, it worked principally with Apple’s Final Cut Pro, since then integrating with the Adobe Suite and other editing and VFX tools from Avid, Blackmagic Design and more. It also maintained the original media for download, allowing Frame.io to also function as cloud storage. The initial product offered video review and collaboration by transcoding media into various resolutions allowing for quick scrub, playback and markup. Remarkably, the company has only been extant seven years and is still classified as a start-up. They might prefer the term PAM (production asset management) since its software deals more with the front end of production, moving media from set to post, rather than from post to air. It’s a little disingenuous calling Frame.io a MAM (media asset management) although this is essentially what it is. In this article, we’ll avoid the financials to bring out the macro trends that this deal signifies – namely remote, distributed, cloud video production and SaaS business terms – which more than one other vendor is spying as a route to mega-sized cash out. However, in an extensive analysis the firm’s Joshua Stinehour, a former investment banker, details the business rationale for Adobe’s scoop and what it calls Frame.io’s “master class on building to a strategic exit.” Respected analyst Devoncroft was left dumbfounded, admitting, “We do not have an explanation for the valuation level.” Especially when on the date of acquisition “it is unlikely profitability had been achieved.” That a media asset management software product could be valued at $1.275 billion is astonishing. Frame.io: Launched seven years ago to solve challenges faced by filmmakers
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