A completely new approach to image design
By taking over Xara Group, Ltd. in January 2007, the MAGIX portfolio was enlarged according to plan by applications for creative image design such as vector drawing, illustration and web-design. In addition to its Sequoia and Samplitude packages in the audio segment, MAGIX is now in a position to offer solutions to professional users in the graphics sector. This has provided the Group with new options in the professional trade – the so-called VAR Channel. With this acquisition, the company is also moving forward with its strategy of making professional technology accessible to the mass market.
In addition, Xara also has a total of 1.2 million registered customers located primarily in the United States and Great Britain who have hitherto purchased their software exclusively over the Internet. Since the MAGIX Group has traditionally been very strong in the German-speaking regions, the Group was able to further improve its online presence in the English-speaking countries through this acquisition.
Based on parallels in terms of common content, MAGIX and Xara have established a connection to develop intuitive software with a comprehensible interface and the latest technology at reasonable prices. In addition, both MAGIX and Xara programs are based on the approach of object-oriented work. With the co-operative products such as MAGIX Xtreme Photo & Graphic Designer or MAGIX Xtreme Photo, Video & Graphic Suite, this will now particularly be of benefit to users.
By connecting the photo and graphic software, a completely new approach is created in image design: the user is given the opportunity to initially optimise and modify his or her own photos using photo editing. Thereafter, the material may be edited and processed using the graphic module and the photographs may be converted into, for example, an invitation, cut out for collages, set into a brochure or designed into a calendar. The intuitive manner of working and the effective co-ordination of photo and graphic software have made it possible for each user to deploy desktop publishing on a single computer from a single program. In the future, the strengths of both companies will continue to be used in order to shape a joint vision giving rise to a completely new approach to image editing.