An revolutionary video know-how firm, Atomos develops versatile handheld video recorders and displays amongst different issues.
The skill to decompress information from the suite of reminiscence size-restricted cameras within the market onto an Atomos omni-channel gadget permits customers to rework low-resolution digital information into high-quality video recordsdata.
High high quality movies can then be coupled with the corporate’s in-demand “Ninja” gadget which is designed to report immediately into widespread modifying codecs reminiscent of Apple’s ProRes and Avid’s DNxHD platforms.
Atomos says its merchandise empower content material creators, making video manufacturing easy and inventive. It has expanded its vary to incorporate entry-level fashions appropriate for influencers, amateurs and hobbyists, whereas sustaining its high-end vary of subsequent era fashions for the extra critical gamers.
Notably, Atomos has an fascinating backstory with a connection between it and tech big Apple.
Apple was having fun with a rising repute as its Apple Mac desktops grew to become the go-to product for inventive professionals on the lookout for modifying and graphic software program and by 2010, Apple was a transparent winner within the private laptop area for inventive retail and small-to-medium enterprise shoppers.
Previous administration at Atomos related with Apple and pitched the Ninja product to its co-founder Steve Jobs, personally within the hope of incorporating that firm’s digital Apple ProRes codec into the Ninja.
Jobs was comfortable sufficient with the concept he offered the software program free of charge to Atomos, punting on the truth that something that might suck compressed information from a digital digicam and right into a decompressed state suitable with the ProRes format can be good for his personal PC gross sales.
Atomos nonetheless maintains entry to the Apple software program, enabling the digital ProRes codec to combine seamlessly with Atomos’ Ninja product.
By 2010, video modifying software program had turn into a burgeoning US$5 billion (AU$7.65 billion) trade, pushed by an explosion in sensible cellphone gross sales and the event of social media websites reminiscent of YouTube and Facebook. Suddenly, everybody had a smartphone of their pocket with photograph and video capabilities and a plethora of social media websites on which to publish their content material.
As the market developed, so too did demand for better-quality photographs for modifying, which had solely actually turn into potential via units such because the Ninja on the time.
Atomos had discovered itself in precisely the precise place on the proper time. Not solely have been the key digicam producers reminiscent of Nikon, Sony and Canon in a race to shrink their units – which inevitably led to the poorer high quality reminiscence storage that the Ninja was particularly designed to handle – however the social media market was rising at an outstanding charge, pushed by an enormous thirst for content material.
With podcasting and websites like Youtube seemingly taking on the media panorama, Atomos seems to be properly set to capitalise on what seems to be to be a many years lengthy content material pushed development that locations video and associated merchandise within the field seat.
Is your ASX-listed firm doing one thing fascinating? Contact: mattbirney@bullsnbears.com.au
