About Atlassian Corporation Plc

Atlassian Corporation (Atlassian) designs, develops, licenses, and maintains software and provisions software hosting services to help teams organize, discuss, and complete their work. The company’s primary products include Jira Software and Jira Work Management for planning and project management, Confluence for content creation and sharing, Trello for capturing and adding structure to fluid, fast-forming work for teams, Jira Service Management for team service, management and support applications, Jira Align for enterprise agile planning, and Bitbucket for code sharing and management. Together, the company’s products form an integrated system for organizing, discussing and completing shared work, becoming deeply entrenched in how teams collaborate and how organizations run. The Atlassian platform is the common technology foundation for the company’s products that drives connection between teams, information, and workflows. It allows work to flow seamlessly across tools, automates the mundane so teams can focus on what matters, and enables better decision-making based on the data customers choose to put into the company’s products. The company’s products serve teams of all shapes and sizes, in virtually every industry. The company primarily distributes and sells its products directly online and indirectly through solutions partners, with limited traditional enterprise sales infrastructure. The company offers a self-service, high-velocity, low-friction distribution model that makes it easy for customers to try, adopt and use the company’s products. The company’s indirect sales channel of solution partners and resellers primarily focus on customers in regions that require local language support and other customized needs. The company plans to continue to invest in its partner programs to help the company enter and grow in new markets, complementing the company’s high-velocity, low-friction approach. The company has developed and acquired a broad portfolio of products that help teams large and small to organize, discuss, and complete their work in a new way that is coordinated, efficient and innovative. The company’s products serve the needs of teams of software developers, information technology (‘IT’) professionals, and knowledge workers. Products The company offers a range of team collaboration products, including Jira Software and Jira Work Management for project management; Confluence for team collaboration, content creation and sharing; Jira Service Management for team service and support applications; Trello for capturing and adding structure to fluid, fast-forming work for teams; Jira Align for enterprise agile planning and value stream management; Bitbucket for source code management; Atlassian Access for enterprise-grade security and centralized administration; and Jira Product Discovery for prioritization and product roadmapping. These products can be deployed by users in the cloud and many of the company’s products can be deployed behind the firewall on the customers’ own infrastructure. Jira Software and Jira Work Management: Jira Software and Jira Work Management provide a sophisticated and flexible project management system that connects technical and business teams so they can better plan, organize, track and manage their work and projects. Jira’s flexible ways to view work, customizable dashboards and automation, and powerful reporting features keep distributed teams aligned and on track. Confluence: Confluence provides a connected workspace that organizes knowledge across all teams to move work forward. As a content collaboration hub, Confluence enables teams to create pages, ideate on projects, and better connect and visualize work. Through Confluence’s rich features, the company’s customers can create and share their work - meeting notes, blogs, display images, data, roadmaps, code, and more - with their team or guests outside of their organization. Confluence’s collaborative capabilities enable teams to streamline work and stay focused. Jira Service Management: Jira Service Management is an intuitive and flexible service desk product for creating and managing service experiences for a variety of service team providers, including IT, legal, and HR teams. Jira Service Management features an elegant self-service portal, best-in-class team collaboration, ticket management, integrated knowledge, asset and configuration management, service level agreement support, and real-time reporting. Trello: Trello is a collaboration and organization product that captures and adds structure to fluid, fast-forming work for teams. A project management application that can organize the tasks into lists and boards, Trello can tell users and their teams what is being worked on, by whom, and how far along the task or project is. At the same time, Trello is extremely simple and flexible, which allows it to serve a vast number of other collaboration and organizational needs. Jira Align: Jira Align is Atlassian’s enterprise agility solution designed to help businesses quickly adapt and respond to dynamic business conditions with a focus on value-creation. Through data-driven tools, Jira Align makes cross-portfolio work visible, so leaders can identify bottlenecks, risks, and dependencies, and execution is aligned to company strategy. Bitbucket: Bitbucket is an enterprise-ready Git solution that enables professional dev teams to manage, collaborate on, and deploy quality code. Atlassian Access: Atlassian Access is an enterprise-wide product for enhanced security and centralized administration that works across every Atlassian cloud product. Jira Product Discovery: Jira Product Discovery is a prioritization and roadmapping tool. It helps transform product management into a team sport, empowering product teams to bring structure to chaos, align stakeholders on strategy and roadmaps, and bridge the gap between business and tech teams so they can build products that make an impact - all in Jira. Other Products The company also offers additional products, including Atlas, Bamboo, Crowd, Crucible, Fisheye, Opsgenie, Sourcetree, Statuspage, and Atlassian cloud apps. Technology, Infrastructure and Operations The company’s products and technology infrastructure are designed to provide simple-to-use and versatile products with industry-standard security and data protection that scales to organizations of all sizes, from small teams to large organizations with thousands of users. Maintaining the security and integrity of the company’s infrastructure is critical to its business. As such, the company leverages standard security and monitoring tools to ensure performance across the company’s network. The Atlassian Cloud Platform The Atlassian platform is the foundation of the company’s cloud solutions, connecting software developers, IT, and business teams. It is designed to break down information silos with cross-product experiences and flexible integrations and ensures that data remains secure, compliant, private, and available with enterprise-grade centralized admin visibility and controls. It enables modern and connected experiences across teams, tools, workflows, and data, including collaboration, analytics, automation, and artificial intelligence capabilities. The company’s strategy is to build more common services and functionality shared across the company’s platform. This approach allows the company to develop and introduce new products faster, as the company can leverage common foundational services that already exist. This also allows the company’s products to more seamlessly integrate with one another, and provides customers better experiences when using multiple products. The Atlassian platform is extensible, meaning teams have the freedom to add, integrate, customize, or build new functionality on the Atlassian platform as needed. New apps can be found on the Atlassian Marketplace or can be developed using Forge, the company’s cloud app development platform or Atlassian Connect, a development framework for extending Atlassian cloud products. The Atlassian Marketplace and Ecosystem The Atlassian Marketplace is a hosted online marketplace for free and purchasable apps to enhance the company’s products. The Atlassian Marketplace offers thousands of apps from a large and growing ecosystem of third-party vendors and developers. The company offers the Atlassian Marketplace to customers to simplify the discovery and purchase of add-on capabilities for the company’s products. Additionally, it serves as a platform for third-party vendors and developers to more easily reach its customer base, while also streamlining license management and renewals. Atlassian Ventures makes investments in the developer ecosystem, including cloud apps in the Atlassian Marketplace, integrations with the company’s product suite, and deeper strategic partnerships that create shared customer value. Forge is the company’s cloud app development platform designed to standardize how Atlassian cloud products are customized, extended, and integrated. Developers can rely on Forge’s hosted infrastructure, storage, and function-as-a-service to build new cloud apps for themselves or for the Atlassian Marketplace. Customers The company pursues customer volume, targeting every organization, regardless of size, industry, or geography. This allows the company to operate at unusual scale for an enterprise software company, with more than 260,000 customers across virtually every industry sector in approximately 200 countries as of June 30, 2023. The company’s customers range from small organizations that have adopted one of the company’s products for a small group of users, to over two-thirds of the Fortune 500, many of which use a combination of its products across thousands of users. Sales and Marketing Sales The company’s website is its primary forum for sales and supports thousands of commercial transactions daily. The company shares a wide variety of information directly with prospective customers, including detailed product information and product pricing. The company’s sales team primarily focuses on expanding the relationships with its largest existing customers. The company does not solely rely on a traditional, commissioned direct sales force because the company’s sales model focuses on enabling customer self-service, data-driven targeting and automation. The company focuses on allowing purchasing to be completed online through an automated, easy-to-use web-based process that permits payment using a credit card or bank/wire transfer. The company also has a global network of solution partners with unique expertise, services and products that complement the Atlassian portfolio, such as deployment and customization services, localized purchasing assistance around currency, and language and specific in-country compliance requirements. Sales programs consist of activities and teams focused on supporting the company’s solution partners, tracking channel sales activity, supporting and servicing the company’s largest customers by helping optimize their experience across the company’s product portfolio, helping customers expand their use of the company’s products across their organizations and helping product evaluators learn how they can use the company’s tools most effectively. Marketing The company’s go-to-market approach is driven by the strength and innovation of the company’s products and organic user demand. The company makes its products free to try and easy to set up, which facilitates rapid and widespread adoption of the company’s software. The company’s products are built for teams, and thus have natural network effects that help them spread organically, through word-of-mouth, across teams and departments. The company’s marketing efforts focus on growing its company brand, building broader awareness and increasing demand for each of the company’s products. The company invests in brand and product promotion, demand generation through direct marketing and advertising, and content development to help educate the market about the benefits of the company’s products. The company also leverages insights gathered from its users and customers to improve the company’s targeting and ultimately the return-on-investment from the company’s marketing activities. Data-driven marketing is an important part of the company’s business model, which focuses on continuous product improvement and automation in customer engagement and service. Competition Software Teams - The company’s competitors include large technology vendors, including Microsoft (including GitHub) and IBM; and smaller companies like Gitlab that offer project management, collaboration and developer tools. IT Teams - The company’s competitors range from cloud vendors, including ServiceNow, PagerDuty, and Freshworks, to legacy vendors, such as BMC Software (Remedy) that offer service desk solutions. Business Teams - The company’s competitors range from large technology vendors, including Microsoft and Alphabet, that offer a suite of products, to smaller companies like Asana, Monday.com, Notion and Smartsheet, which offer point solutions for team collaboration. Intellectual Property The company registered ‘‘Atlassian’’ as a trademark in the United States, Australia, the EU, Russia, China, Japan, Switzerland, Norway, Singapore, Israel, Korea, and Canada, as well as other jurisdictions. The company has also registered or filed for trademark registration of product-related trademarks and logos in the United States, Australia, the EU, Brazil, Russia, India, and China, and certain other jurisdictions. As of June 30, 2023, the company had 386 issued patents and had over 250 applications pending in the United States. The company also has a number of patent applications pending before the European Patent Office. The company is the registered holder of a variety of domain names that include ‘‘Atlassian’’ and similar variations. History Atlassian Corporation Plc was founded in 2002. The company was incorporated in the United Kingdom in 2013.