Google should buy Adobe, Avid &/or Sony, according to Forbes

31 Jan

SCRI's NewsBriefs

Follow Broadcast Pro Video Breaking News on Twitter

  • Share
  • Share

The following is an extract of an article that was published today in Forbes magazine online.

In 2012, Google plans to continue acquiring new companies that will either enhance its existing businesses or create new cash cow opportunities. On that note, which five companies should Google buy next?  (Adobe, Avid, Sony, Sprint, Netflix)


Over the past 12 months, there were numerous rumors about which (if any) tech giant might attempt to acquire the Photoshop maker. Apple was the frontrunner. But many thought that Microsoft (NASDAQ: MSFT) may also take control of the company. In either case, the consumer would lose. While the majority of Adobe’s (NASDAQ: ADBE) products may have remained on Windows and Mac OS in the beginning, there’s little doubt that they would have slowly shifted to one platform.

The same could be true if Google were to acquire Adobe. But most of Google’s profits come from consumers who use its products (search, maps, e-mail, video, etc.) on a Mac or Windows PC. There would be no point in making Photoshop or any other Adobe product a Chrome-exclusive, especially when the current Chrome OS is designed to be a light operating system for everyday tasks, not graphic-intensive editing.

But never mind the consumer benefits. This is about Google, which could use Adobe to strengthen its creative arm. Few software companies are as serious about the cloud as Adobe, which is perfect for Google.


Several years ago, Apple (NASDAQ: AAPL) acquired a small video editor called Final Cut. Avid (NASDAQ: AVID) was the industry leader at the time, mostly because of its groundbreaking user layout. But it was also very expensive. Apple saw this as an opportunity. By designing a cheaper (but nearly as powerful) video editor, the company could sell Macs to schools, students, and indie filmmakers. This strategy worked marvelously. And after several years of building up the Final Cut brand, Avid’s dominance was finally challenged.
Then in 2011, Apple decided to destroy its own thriving product and replace it with a weaker video editor that no one wanted.
This gives Google the perfect opportunity to step into the spotlight. With a market cap of less than $400 million, Avid could be acquired for very little coin. Google could then restructure the company and its products (something Avid’s current corporate team is reluctant to do) and release a lower-cost version to be friendly to schools, students and indie filmmakers alike. In one fell swoop, Google could take over the market Apple just threw aside.
With some clever branding and a more powerful Chromebook, Google could even use Avid to sell a few laptops.
The word on the street is that Google hates manufacturing, does not want to make a single product of its own, and did not buy Motorola (NYSE: MMI) for anything other than its patents. If that’s all true, then Google has no use for Sony (NYSE: SNE).
But if Google is at least intrigued by the potential of hardware manufacturing, the search engine giant won’t find any corporation more diverse than Sony. From gorgeous televisions and iPod docks to pricey laptops and game consoles, Sony isn’t afraid to try its hand at a wide variety of electronics, regardless of the risks. The company operates on a “if at first you fail, try 20 more times” philosophy that all but guarantees the PlayStation 4 won’t be cancelled. How many other tech companies are that persistent?
Vaio laptops aside, Sony’s electronics are typically very sleek and attractive in design. Even the original, over-sized version of the PlayStation 3 looked great. PlayStation Vita may not have any good games, but the device itself is beautiful. These are the kinds of things Google could use to strengthen its presence in the tech world, and repair or remove the elements Sony can’t get right on its own.
The full article Five Companies Google Should Buy in 2012 is available at Forbes online.

2 Responses to “Google should buy Adobe, Avid &/or Sony, according to Forbes”

  1. Craig February 1, 2012 at 12:55 pm #

    Avid also has manufacturing. Not at Sony’s level but it’s part of the company.

  2. Emcha_audio February 1, 2012 at 3:01 pm #

    Well then if Google doesn’t want any hardware fabrication, they are surely not in line to buy Avid, who is a heavily invested Hardware maker in the Audio world, and also in the video world.

    Think of the HDX cards, HD native cards, the HD I/O line, Icon, C|24, Artists series, M-Audio line of products, Mojo, System 5 mc, the studio monitors, MC pro, AirSpeed Multi Stream, ISIS 5000, ISIS 7000, Venue.

    And there’s so much more. Can you imagine a company like Google that doesn’t want to manufacture anything, what the “F” would they be doing with a hardware company like Avid in their portfolio?

Leave a Reply