The owner of the company behind the popular Flip range of camcorders has announced that it will axe the brand.
Cisco, which acquired Pure Digital (the maker of Flip camcorders) in 2009 for $590 million, is introducing a host of cost-cutting measures in order to focus on the company's core areas.
In a statement to the press, Cisco explained that the move was a 'part of the company's comprehensive plan to align its operations.'
The company says it will now 'exit aspects of its consumer businesses and realign the remaining consumer business to support four of its five key company priorities: core routing, switching and services; collaboration; architectures; and video.'
As a part of its plan, which involves 550 job losses, Cisco 'will close down its Flip business and support current FlipShare customers and partners with a transition plan.'
Despite stiff competition from ever better-equipped smartphones, Flip camcorders enjoyed rave reviews, thanks to their simple interfaces and integrated USB connectors. You can see what we thought of them here
Was this to be expected, or is Cisco being short sighted? Let us know your thoughts in the forums