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Atlassian Corporation

Company report, featuring a PESTLE, Porters Five Forces, 5C, MOST, CATWOE and SWOT analysis

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This report on Atlassian Corporation is part of our research on the 10,000 largest companies in the world. It is created and updated at a rapid rate to provide the most current information possible.

Premium members have full access to this study on Atlassian Corporation, including the SWOT analysis, PESTLE, 5C analysis, CATWOE, Porters Five Forces, MOST analysis, and a myriad of additional high value sections.

We identify potential new products and services, forecast future market trends, and identify potential synergies between Atlassian and other organisations, all in addition to the analysis-driven portions of our work.

Company Description

Atlassian is a software and services company headquartered in Sydney, Australia, founded in 2002. The company offers products and services for software development and collaboration, such as project management, content creation, and code hosting, primarily for businesses and teams. Atlassian's products are used by a wide range of customers, from startups to Fortune 500 companies in a variety of industries, including technology, finance, healthcare, and education.

Industry Overview

The primary industry Atlassian operates in is software. The global software industry is estimated to be worth over $400 billion US dollars and is forecast to continue to grow rapidly. There are over 25 million employees in the global software industry, based in countries around the world. The largest employment concentration is in the United States, followed by China, India, and the United Kingdom.

Industry Classification

In terms of formal classification, Platform Executive has tagged Atlassian as a business operating within the Dotcom industry.

Table of Contents

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Intellectual Property

Some of the Patents granted to, or relevant to the organisation include the following:

Patent Title: System and Method for Managing Subscription Status
Patent ID: 10,744,719
Date: 7/7/2020

Patent Title: Self-Service Ticketing System
Patent ID: 10,744,664
Date: 7/7/2020

Patent Title: System and Method for Enabling Access to a User Interface of a Computing Device
Patent ID: 10,744,660
Date: 7/7/2020

Patent Title: System and Method for Securely Accessing Software Applications
Patent ID: 10,744,657
Date: 7/7/2020

Patent Title: System and Method for Automatically Generating a User Interface
Patent ID: 10,744,628
Date: 7/7/2020

Patent Title: System and Method for Generating User Interfaces
Patent ID: 10,744,607
Date: 7/7/2020

Patent Title: System and Method for Managing Projects
Patent ID: 10,744,588
Date: 7/7/2020

Patent Title: System and Method for Configuring a Data Model
Patent ID: 10,744,543
Date: 7/7/2020

Patent Title: System and Method for Generating a Representation of an Entity
Patent ID: 10,744,525
Date: 7/7/2020

Patent Title: System and Method for Generating a Representation of an Entity
Patent ID: 10,744,513
Date: 7/7/2020

Major Products & Services

The main products and/or services commercialised by this business include the following:

  • JIRA Software: Project and issue tracking software for teams
  • Confluence: Team collaboration and knowledge management software
  • Hipchat: Team communication and collaboration software
  • Bitbucket Cloud: Version control and source code management software
  • Trello: Project management and collaboration software
  • Bamboo: Continuous integration and delivery software
  • Stride: Team communication and collaboration software
  • JIRA Service Desk: Service management and customer support software
  • JIRA Core: Business process management software
  • Crowd: Identity and access management software

Key Competitors

We have identified the following organisations as being key competitors:

  • Microsoft
  • IBM
  • Google
  • JIRA
  • Asana
  • Wrike
  • Trello
  • Zoho
  • Mavenlink
  • Basecamp
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Key Stakeholders

Stakeholders are individuals or groups who have an interest in a business and/or are affected by its actions.

These stakeholders can have different requirements and expectations from the business, which must be taken into account when making decisions.

By understanding their stakeholders’ requirements, a business can make informed decisions that benefit all involved.

Below is the list of internal and external stakeholders we have identified for this business:

1. Customers: Enterprises, developers, and teams who purchase Atlassian products and services

2. Employees: People who work with Atlassian to create, develop, and deliver its products and services

3. Business Partners: Third-party companies that work with Atlassian to deliver services and integrations

4. Investors: People and organisations that provide capital to Atlassian to fuel growth

5. Board of Directors: A group of individuals who provide strategic advice and guidance to Atlassian's executive team

6. Shareholders: People who own shares of Atlassian's stock

7. Government and Regulatory Agencies: Organisations that oversee Atlassian's operations

8. Media: Journalists, bloggers, and other media outlets covering Atlassian and its products

Value Proposition

A value proposition explains the unique value and/or benefits that an organisation provides to its customers, partners, stakeholders and the overall market. It outlines what makes a company like Atlassian different from its competitors, along with what it can offer that key competitors cannot.

A corporate value proposition can be used with the competitive advantages section of this report in order to better understand Atlassian and its position within the marketplace.

Atlas is a leading provider of software development tools. These tools allow software developers to collaborate more effectively, manage their projects more efficiently, and create better software.

Competitive Advantages

Competitive advantages are unique attributes, strategies, resources, or capabilities that allow an organisation to outperform its competitors and achieve superior market position and profitability.

Competitive advantages for the business include the following:

Product Depth and Breadth - Atlassian offers a comprehensive portfolio of products that provide enterprise-level functionality across the entire software development lifecycle, from planning and development to deployment and monitoring.

Open Platform - Atlassian's platform is open and extensible, enabling customers to customize their solutions and integrate with third-party applications.

Scalability and Reliability - Atlassian products are designed to scale to meet the needs of large and small organisations alike, providing reliable performance and uptime.

Automation and Integration - Atlassian's suite of products offers powerful automation and integration capabilities, enabling customers to streamline processes and increase efficiency.

Support and Training - Atlassian provides extensive customer support and training resources to ensure customers are successful in using their products.

Security - Atlassian products are designed with high levels of security and privacy in mind, including two-factor authentication and encryption.

Customers & Cohorts

As part of this competitive intelligence study, we have identified the main customers of the organisation.

These include the following cohorts:

  • Small businesses
  • Large enterprises
  • Government and public sector
  • Education
  • Non-profit organisations
  • Start-ups
  • Developers
  • Designers
  • IT Professionals
  • Agencies

Market Trends

Market trends can impact an organisation by influencing consumer behavior, altering supply and demand dynamics, and affecting the organisation's ability to remain competitive in the market.

As part of this study, we have identified a number of potential short-term to medium-term trends that could impact the organisation. These include the following:

Key Market Trends
Cloud Computing: Cloud computing is a major trend that will continue to have a significant impact on Atlassian over the coming years. More businesses are recognising the cost-saving, scalability and agility benefits of cloud computing, and Atlassian is positioning itself to take advantage of this trend by offering cloud-based services such as JIRA and Confluence.

AI and Automation: AI and automation are becoming increasingly important tools for businesses, and Atlassian is looking to capitalise on this trend by offering products like JIRA Service Desk and JIRA Robotics, which are designed to automate IT and customer service processes.

Digital Transformation: Digital transformation is a major trend that is sweeping across all industries, and Atlassian is positioning itself to take advantage of this trend by offering products such as JIRA and Confluence, which are designed to help businesses streamline their digital processes.

Open Source Software: Open source software is becoming increasingly popular, and Atlassian is taking advantage of this trend by offering open source solutions such as JIRA, Confluence, and Bitbucket, which are designed to help businesses reduce their IT costs and increase their flexibility.

Key Performance Indicators

Key Performance Indicators

Below is a list of KPI's that we have identified as being strategically relevant to this organisation:

Financials (BETA)

The key financials for Atlassian include income statements, which can be found in their annual reports. These financial statements provide information on the organisation's financial performance and health, including revenue, expenses, and profits. This information, along with other indicators are used by investors, analysts and other stakeholders to evaluate the company's performance and future prospects.

Where a financial does not match, we have included those of the parent company (if a listed entity). If the financials are missing please contact us and we will prioritise the update.

Key Financials

Key Personnel

Income Statement


Top-level corporate stats and financial highlights for the listed entity, include:

Share Performance

Below is the current (EOD) share performance for the company, or its listed parent:

Potential Products/Services

As part of this study we have attempted to prognosticate potential products and/or services this organisation could develop in the short to medium-term.

Project Management Tools: Atlassian could create project management tools, such as project scheduling and task management, to help teams plan and organize their work more effectively.

Collaboration Tools: Atlassian could create collaboration tools, such as shared workspaces, document management, and team chat, to help teams communicate and collaborate more efficiently.

Security Solutions: Atlassian could develop security solutions, such as data encryption, user authentication, and access control, to help protect customer data.

Automation Tools: Atlassian could develop automation tools, such as automated testing, issue tracking, and workflow automation, to help teams automate common tasks and processes.

Cloud Solutions: Atlassian could create cloud solutions, such as cloud storage, cloud backup, and cloud migration, to help teams store and manage their data more efficiently.

Potential Synergies

Using our product and portfolio-matching algorithm, we have determined that the following organisations have potential synergies with the company:

1. Microsoft: Microsoft and Atlassian have a strong partnership and share many overlapping products.
2. Amazon Web Services (AWS): Atlassian and AWS both provide cloud-based services, making them a natural fit for collaboration.
3. Google: Google and Atlassian have partnered to offer users access to Google's integrations, such as Google Drive and Google Calendar, within Atlassian products.
4. IBM: IBM and Atlassian are both leaders in enterprise software, and they have partnered to integrate IBM products into Atlassian's offerings.
5. Adobe: Adobe and Atlassian offer a strong integration of Adobe Creative Cloud and Adobe Acrobat within Atlassian products.
6. Slack: Slack and Atlassian offer a deep integration between their platforms, making it easy for teams to collaborate.
7. Salesforce: Salesforce and Atlassian have a strong partnership, integrating Salesforce CRM and other services into Atlassian products.
8. Dropbox: Atlassian and Dropbox have a strong partnership that allows users to access Dropbox data from within Atlassian products.

Porter's Five Forces

Created by Harvard Business School Professor Michael Porter in 1979, Porter's Five Forces model is designed to help analyse the particular attractiveness of an industry; evaluate investment options; and better assess the competitive environment.

The five forces are as follows:

  • Competitive rivalry
  • Supplier power
  • Buyer power
  • Threat of substitution
  • Threat of new entries
The Porters 5 forces for Atlassian are as follows:

1. Supplier power: Atlassian has a strong position in the market and is able to negotiate favorable terms with suppliers.

2. Buyer power: Atlassian has a large customer base and is able to generate significant revenue.

3. Threat of substitutes: There are few substitutes for Atlassian products.

4. Threat of new entrants: There are HIGH barriers to entry in the market, making it difficult for new entrants to compete.

5. Rivalry among existing competitors: There is intense competition among existing competitors, but Atlassian has a strong market position.

PESTLE Analysis

This PESTLE analysis is a strategic planning tool that assesses key external factors affecting the organisation, including the following:

  • Political
  • Economic
  • Social
  • Technological
  • Legal
  • Environmental

Each of these factors is analysed to determine their impact on the organisations strategy, objectives, and operations.

By utilising a PESTLE analysis, the organisation can make better decisions and develop strategies to address potential risks and opportunities.

PESTLE Analysis

CATWOE Analysis


The CATWOE analysis is used to investigate each stakeholders perspectives in order to enable the business to make informed decisions.

The CATWOE analysis is a problem-solving tool consisting of six elements:

  • Customers
  • Actors
  • Transformation process
  • World view
  • Owners
  • Environmental constraints

We view the CATWOE as being most useful when used in conjunction with other problem-solving tools such as a SWOT analysis.

Customers: Atlassian provides a range of software products and services to companies around the world, from small businesses to large enterprises. Their customers include software engineers, project managers, IT teams, marketers, software developers, and more.

Actors: Atlassian’s employees are the primary actors involved in its services. They provide customer support, develop new products and services, and collaborate with customers on product design and implementation. They also work with partners and other third parties to ensure a seamless customer experience.

Transformation process: Atlassian’s transformation process begins with customer input. They use customer feedback and data to design and develop new products and services. They also partner with third parties to create custom solutions. Once the products and services have been designed and developed, they are tested and released to the public.

World view: Atlassian’s world view is that software is the backbone of modern businesses. They believe in providing the best products and services to help companies succeed. They also strive to create a culture of collaboration and innovation to solve customer problems.

Owners: Atlassian is owned by its two co-founders and executives, Mike Cannon-Brookes and Scott Farquhar. They are also the primary decision makers for the company.

Environmental constraints: Atlassian’s environmental constraints include the need to remain competitive in a rapidly changing market, the need to stay up-to-date with the latest technology, and the need to remain compliant with various laws and regulations. They also strive to reduce their impact on the environment, from the products they create to their day-to-day operations.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Atlassian business.

When creating this SWOT the team at Platform Executive have taken into consideration the corporate strategy; brand; key financials; the competitive landscape; along with the products and/or services offered.

To offer increased context for future innovation and product development we also consider the historical context for the business and industry; and perceived direction of travel.

Upon researching the company, we have uncovered a number of strategic and operational strengths, weaknesses, opportunities and threats.

SWOT Analysis


Below is a list of the strengths we have identified for the business:

1. Strong product portfolio: Atlassian offers a wide range of products that cater to different needs of organisations across various industries.

2. Robust technology platform: Atlassian has a strong technology platform that helps it develop innovative products and solutions.

3. Experienced management team: The management team at Atlassian has extensive experience in the software industry, which helps it make strategic decisions.

4. Strong financial position: Atlassian is a financially strong company with a strong balance sheet and healthy cash flows.


Below is a list of opportunities we have identified for the business:

1. Expand its product portfolio. Atlassian currently offers products in the areas of project management, collaboration, and development, but there are many other areas they could explore, such as enterprise social networking, data analytics, customer service, and customer relationship management.

2. Increase customer reach. Atlassian has a global customer base, but there is still room to grow. Focusing on expanding their customer base in new markets, such as emerging markets, could help to increase sales and revenue.

3. Invest in research and development. Investing in research and development will help Atlassian stay ahead of the competition and create innovative products. This will also help them remain competitive in the market.

4. Improve customer service. Providing excellent customer service is essential for keeping customers happy. Atlassian should focus on providing the best customer service possible, including quick response times, and proactively addressing customer issues. This will ensure that customers remain satisfied and loyal.


Below is a list of the weaknesses we have identified for the business:

1. Lack of focus on enterprise customers: Atlassian has traditionally been focused on small and medium-sized businesses, but has recently been trying to expand into the enterprise market. However, it has been losing market share to rivals such as Microsoft and Google.

2. Heavy reliance on the JIRA product: JIRA is Atlassian's flagship product and accounts for a large portion of its revenue. However, the product is facing increased competition from alternatives such as Microsoft's Azure DevOps and GitHub.

3. Lack of a strong cloud presence: Although Atlassian offers some cloud-based products, it has been lagging behind its competitors in terms of cloud adoption. This is a key area of investment for the company going forward.

4. High customer churn: Atlassian has been struggling with high customer churn, especially in its JIRA product. This is a result of the company's failure to adequately address customer pain points and the increasing competition in the market.


Below is a list of the threats we have identified for the business:

1. Increasing competition: Atlassian faces increasing competition from software development platforms such as GitHub and Google Cloud Platform, which have larger user bases and more advanced features.

2. Slow innovation: Atlassian's product development process has been slow to adapt to changing market conditions, leaving it at a competitive disadvantage.

3. Security risks: The rapid proliferation of digital technology has led to an increase in security risks, making Atlassian's products vulnerable to cyber threats.

4. Employee retention: Atlassian's ability to attract and retain talent is threatened by a lack of competitive compensation packages and an aging workplace culture.

5C Analysis

The 5C Analysis is a marketing framework that can be used to provide insight into the key drivers of success, as well as the risk exposure to various environmental factors.
This (concise) 5C analysis examines the external and internal environment for Atlassian. It includes analysing the company's customers, competitors, collaborators, context, and capabilities. We have produced this short analysis to identify potential opportunities and threats to Atlassian, as well as areas where the company needs to improve its operations or strategy.
Company: Atlassian is an innovative software company that creates tools to help teams collaborate better and work smarter. They provide products such as Jira, Confluence, Trello, Bitbucket, and many more. They also offer services such as DevOps, IT, and customer service support.

Collaborators: Atlassian works with a variety of partners, such as AWS, Microsoft, Google, and IBM, to help them deliver their products and services to customers. They also collaborate with other software companies to create integrated solutions, such as Slack and Salesforce.

Customers: Atlassian’s customers range from small startups to large enterprise organisations. Their products and services are designed to help teams of all sizes work better together and be more productive.

Competitors: Atlassian’s main competitors include Microsoft Teams, Slack, and Asana. These companies offer similar products and services, but Atlassian stands out due to its innovative technology and customer-focused approach.

Content: Atlassian produces a variety of content, including blogs, tutorials, case studies, and webinars. They also provide training and certification programs to help customers get the most out of their products and services. This content helps customers understand their products and how to use them, as well as how to get the most out of their team collaboration efforts.
5C Analysis

MOST Analysis

MOST Analysis

The MOST analysis framework is commonly used to identify an organisation's strategic goals, assess its strengths and weaknesses, and develop a plan to achieve its objectives. This analysis helps organisations to focus on what they want to achieve and how to achieve it, while also identifying potential roadblocks or obstacles that may arise along the way.

  • Mission
  • Objectives
  • Strategy
  • Tactics

We have created this analysis from a 3rd person perspective.

Innovation Scorecard

As part of our research and analysis activity, the team at Platform Executive assesses and then benchmarks businesses and the industry verticals in which they operate using a proprietary scoring mechanism.

First, we allocate a score of A-E for the industry vertical, gauged on the key organisations operating within the space; and then score the individual business using a 1-5 score.

A score of D-E within an industry means that it is potentially ripe to be disrupted by a new entrant into the marketplace; and/or vulnerable to technological change.

Likewise, a high score of 4-5 for the company in question indicates that in the view of the analysis team it lags behind notable businesses in terms of innovation and product pipeline.

Innovation Scorecard

Below is a guide to each score:

Industry score:

A The industry is amongst the most innovative; with the leading players all driving the sector forward.
Example industry: PaaS
B The industry and its leading players have a good track record of innovation; and can quickly react to change.
Example industry: Pharmaceutical
C Companies operating within the sector have adequate levels of innovation; and engage in R&D activities when appropriate.
Example industry: FMCG
DBusinesses operating in the industry do not invest enough time and resource into innovation. The sector is stagnant and a good candidate for disruption.
Example industry: Retail Banking
E The major players in the sector seem to lack suitable product development roadmaps; and as a result the sector is highly vulnerable to industry change.
Example industry: Publishing


Company score:

1 The business is amongst the leading players in terms innovation and product pipeline. This will fulfil and reinforce the operations of the business in the medium to long-term.
2 The business has a good track record of innovation, in terms of its products and/or its business model. It is therefore more likely to be able to react and adapt to any changes to the industry.
3 The business is deemed to have an adequate innovation plan, build on research and development and sustainability where appropriate. The business has a product development strategy.
4The business needs to invest more resource and/or intellectual capital in product development, pipelines and/or its business model. The business is at risk of stagnation.
5 The business seems to lack a suitable product development roadmap; and as a result is vulnerable to any notable industry change and/or new entrants in the marketplace.
The team at Platform Executive has judged Atlassian as having an innovation score of B2.


The appendices section of this report contains supplementary information that the team at Platform Executive deems helpful in providing a more comprehensive understanding of the report's contents.

This information is not considered an essential part of the study but serves as a useful supplement to the main text.


This study on Atlassian forms part of our series of competitive intelligence reports, which focuses on 10,000 of the largest corporates.

The information and data included are updated on a timely schedule to ensure that our Premium members receive the most up to date information .

The report is based on information and learning from the following sources:

  • Corporate websites
  • Proprietary research databases
  • SEC Filings
  • Corporate press releases
  • News articles
  • Financial data API's
  • Product-matching algorithm

Further Information

Premium members: If you cannot find the desired information or data set for the business you are researching then please reach out to our research and analysis team. We can tailor reports to meet your requiremnents, with a fast turnaround time.

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Reproduction of the content produced in this report is prohibited without the prior permission of the publisher, Platform Executive Pty Ltd.

The facts of this report have been gathered in good faith from both primary and secondary sources. It is believed to be correct at the time of publication, but cannot be guaranteed. As such Platform Executive can accept no liability whatever for actions taken based on any information that may subsequently prove to be incorrect.


Premium members: To request a priority update to this report, please contact us. Our standard turnaround time is normally 48 hours.

The changelog for this report can be found below, complete with the next scheduled update:

v1.1: Initial load of report
Date: 1st March 2023

Key Financials added (BETA)
Date: 17th March 2023

Next scheduled update: 13th June 2023

Industry Keywords

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