Will there not be a Reason 12? Time for subscription?
Posted: 01 Jul 2020
Just for "fun" I looked at the RS LinkedIn page. I think most users agree RS need to catch up on the DAW side, thus they need SW programmers.
They have some SW dev AFAI could see, but only one recruit ad in the past year or so. But they are adding several junior marketing people. So maybe this SW company has 10% SW developers? Not sure, but looks to be in that order of magnitude.
They also look for a new CTO with SaaS experience, yep that's it - SUBSCRIPTION.
Remember when Mattias said a while back "IF there will be a Reason 12". Well, maybe they are not ready to go Sub by R12 (considering the CTO is not even recruited), but perhaps by the time the "R13" is ready. Nobody knows.
It may not necessarily mean RS will get sold by Verdane just yet, they may even think about buying up other music/SW companies to make a more compelling package and take it public, or sell to someone bigger. We just do not know.
Time will tell if they drop all existing customers off at the last purchased version, or if they run SaaS in parallell with purchased versions. With other DAWs already integrating ARA and VST3 and much more, maybe they see the gap is widening, and it is time to re-direct focus completely, unable to catch up sufficiently as it may be.
Many things can happen, several competitors integrate loop shops in the DAW. But selling loops is a very saturated market too, and it may be harder to use loops in the future when/if Spotify/YouTube will copyright strike anyone using a loop that was already released as a song. Already now you may have to declare to a label or agent if you used loops or not. The VST market is over saturated as well, who needs another VA or EQ? Cheap or free DAWs have made an entry, so all avenues are difficult to grow. How many new users go iPad vs PC/Mac, is the platform in stagnation? The last real innovation was Re-Cycle some 20yrs ago, most other stuff is just RS doing incremental development or copying what others do. Lot's of questions and many difficult decisions ahead in a changing but saturated market.
What is the asset, the active user base of course. But will YOU go sub with them? Or will you demand a purchased version with real DAW development?
Questions, questions...
They have some SW dev AFAI could see, but only one recruit ad in the past year or so. But they are adding several junior marketing people. So maybe this SW company has 10% SW developers? Not sure, but looks to be in that order of magnitude.
They also look for a new CTO with SaaS experience, yep that's it - SUBSCRIPTION.
Remember when Mattias said a while back "IF there will be a Reason 12". Well, maybe they are not ready to go Sub by R12 (considering the CTO is not even recruited), but perhaps by the time the "R13" is ready. Nobody knows.
It may not necessarily mean RS will get sold by Verdane just yet, they may even think about buying up other music/SW companies to make a more compelling package and take it public, or sell to someone bigger. We just do not know.
Time will tell if they drop all existing customers off at the last purchased version, or if they run SaaS in parallell with purchased versions. With other DAWs already integrating ARA and VST3 and much more, maybe they see the gap is widening, and it is time to re-direct focus completely, unable to catch up sufficiently as it may be.
Many things can happen, several competitors integrate loop shops in the DAW. But selling loops is a very saturated market too, and it may be harder to use loops in the future when/if Spotify/YouTube will copyright strike anyone using a loop that was already released as a song. Already now you may have to declare to a label or agent if you used loops or not. The VST market is over saturated as well, who needs another VA or EQ? Cheap or free DAWs have made an entry, so all avenues are difficult to grow. How many new users go iPad vs PC/Mac, is the platform in stagnation? The last real innovation was Re-Cycle some 20yrs ago, most other stuff is just RS doing incremental development or copying what others do. Lot's of questions and many difficult decisions ahead in a changing but saturated market.
What is the asset, the active user base of course. But will YOU go sub with them? Or will you demand a purchased version with real DAW development?
Questions, questions...