Brazil. 2015 has been a transformative year for Avid. After the acquisition of the company Orad and the process of integration of technologies and working groups that is underway, the team that serves Latin America has been strengthened.
The latest development in this regard is the appointment of Fredy Litowsky as director for Brazil. The new manager has extensive experience in the industry. Prior to joining Avid he had worked at Harmonic, Grass Valley and Philips.
Ariel Sardinas, Sales Director for Latin America at Avid, and Fredy Litowsky, spoke with AVI Latin America about the company's process and the challenges for the Brazilian market.
"We have great work at the forefront with the integration of Orad's product line. That is why we must organize the structure of the company in the country so that it is able to serve the customers of both brands and offer product support," said Fredy Litowsky.
Currently in Brazil are some of the most important customers of Avid, such as TV Globo, Globosat, Sky. Some used Avid technologies, others Orad and in particular cases both. Therefore, the main challenge is to begin to offer a comprehensive solution with the technologies of the two companies.
For his part, Ariel Sardinas stressed that the integration process of both companies has been thought out in detail and a lot of analysis to avoid the greatest number of traumatisms that can be generated, both within the company and for customers.
"We are currently in the integration of working groups and the channel. Avid has always had one representative per market and now with Orad the challenge is to integrate both channels. In some countries it is the same distributor and in others they are different, so we are working on each particular case and see which is the best option, "he explained.
He added that currently the engineering teams are also working on the technologies with a view to the third phase of integration with Orad, so that in 2016 they can have a single product line. "We see many possibilities, with new markets and customers such as regional channels. We see a great future with Avid and Orad customers. The important thing is to align ourselves correctly with engineers, the channel, and the sales and pre-sales groups."
