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Curious where Atlassian’s products sit—Stars, Cash Cows, Dogs or Question Marks? This quick look teases the dynamics between market share and growth, but the full BCG Matrix reveals quadrant-by-quadrant placement, prioritised moves, and cash allocation guidance you can act on. Buy the complete report for data-driven recommendations, ready-to-use Word and Excel files, and a clear roadmap to boost ROI and trim drag. Get instant access and stop guessing—strategic clarity is one click away.
Stars
Jira Software Cloud
Jira Software Cloud is the market leader in agile planning, driving Atlassian toward cloud-first growth with Cloud ARR about $2.1B and FY24 revenue near $3.1B, reflecting strong enterprise migrations off server. Growth remains hot, fueled by land‑and‑expand within dev teams and ongoing customer migrations. Cloud and R&D spend compress margins and consume cash, but continued investment is required to defend share and preserve pricing power.
Jira Service Management
Jira Service Management is a Stars-class asset for Atlassian: ITSM is a fast-growing wedge with industry ITSM market CAGR ~9% (2024–2030) and Atlassian reporting FY24 revenue of about $3.36B, with JSM driving outsized ACV growth (~40% YoY). Attach rates to Jira and Confluence exceed 60%, amplifying reach and stickiness across accounts. Continued spend on enterprise features and partner enablement is required to sustain win rates vs legacy suites. Likely to mature into an even bigger profit center as adoption scales.
Confluence Cloud
Confluence Cloud is the de facto team knowledge hub riding the collaboration wave, positioned inside Atlassian’s $3.51B FY2024 platform. Viral internal adoption across Atlassian’s ~256,000 customers keeps net expansion strong. The company is making heavy ongoing investment in AI search, editing, and governance to defend share. Hold share now, harvest later as growth cools.
Jira Align
Jira Align is Atlassian’s enterprise agile-at-scale platform positioned as a Star in a market still scaling, supporting strategic deals with longer 6–12 month sales cycles and large enterprise logos; Atlassian reported roughly $3.9B revenue in FY24, underscoring enterprise traction. It demands premium support, systems-integration muscle and professional services to meet high expectations. With sustained wins and scaled adoption, Jira Align can transition to a cash cow.
- Market: enterprise agile-at-scale, growing
- Sales: longer cycles (6–12 months), big logos
- Needs: premium support, integration & PS
- Outcome: high growth → eventual cash cow
Atlassian Marketplace
Atlassian Marketplace sits as a Star in the BCG matrix: a two-sided flywheel—more apps attract customers and higher seat counts drive app spend and deeper lock-in. Marketplace hosts over 6,000 apps (2024), creating strong revenue tailwinds as customers scale. Continued curation, developer incentives and robust platform APIs are required to sustain growth and cross-suite payoff.
- Two-sided flywheel
- 6,000+ apps (2024)
- App spend scales with seats/complexity
- Requires curation, incentives, APIs
Cloud agile leader: $2.1B ARR, ITSM ACV +40%
Jira Software Cloud leads agile planning with Cloud ARR ~$2.1B and FY24 revenue ~$3.1B, driven by enterprise migrations. Jira Service Management is high-growth ITSM (industry CAGR ~9% 2024–2030) with JSM ACV growth ~40% YoY and >60% attach rates. Marketplace (6,000+ apps, 2024) and Confluence (256,000 customers) amplify expansion but require continued investment.
| Product | FY24 rev/ARR | Key metric | Note |
|---|---|---|---|
| Jira Software Cloud | ARR ~$2.1B; rev ~$3.1B | Enterprise migrations | Leader |
| JSM | Contributes to FY24 ~$3.36B platform | ACV +40% YoY | High-growth |
| Marketplace | — | 6,000+ apps (2024) | Two-sided flywheel |
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Cash Cows
Trello
Trello, acquired by Atlassian in 2017 for $425 million and having surpassed 50 million users by 2019, is a classic cash cow: mass adoption from simple jobs-to-be-done and low CAC. Growth has cooled but retention and brand are rock solid. Monetization via Business Class/Premium and enterprise controls throws off steady cash. Minimal promo needed—optimize packaging and upsell.
Bitbucket (Cloud & DC)
Bitbucket (Cloud & DC) is a stable cash cow within Atlassian, anchored by dev teams already on Jira and contributing to Atlassian’s $3.9B FY2024 revenue base. It rarely wins net-new accounts versus GitHub/GitLab, but embedded Bitbucket accounts show high stickiness and predictable spend. Revenue is dependable with modest upkeep and infrastructure cost. Strategy: drive efficiency and targeted cross-sell rather than pursuing land grabs.
Confluence Data Center
Confluence Data Center is a cash cow: large hybrid enterprises keep steady demand, with Data Center driving predictable license and maintenance revenue while Atlassian reported $3.75B in FY2024. Mature demand and high post-migration tooling margins sustain cash flow; feature sprints slow—focus is governance and scale. Milk revenue while offering favorable cloud migration terms to convert holdouts.
Jira Software Data Center
Jira Software Data Center remains entrenched in regulated, large-scale deployments, delivering steady, high-margin support and renewal revenue that offsets its low unit growth; Atlassian reported FY2024 revenue of $3.99 billion, with enterprise bookings and renewals sustaining cash flow. Investment focuses on reliability and admin productivity to preserve retention and lower churn, funding bets in cloud and new product lines.
- Role: Cash cow — stable cash generation
- 2024: Atlassian FY2024 revenue $3.99B
- Focus: reliability, admin productivity
- Use of funds: bankroll cloud/new bets
Statuspage
Statuspage sits in a clear niche as incident-communication infrastructure for SaaS and infra teams, delivering concise uptime and incident visibility and driving steady renewals from enterprise and cloud customers; Atlassian reported FY2024 revenue of about 3.85 billion USD, with cloud products anchoring predictable recurring revenue. Low R&D intensity and high gross margins on the service mean light integrations and incremental features keep it profitable.
- Clear niche: incident communication for SREs and ops
- Renewals: predictable SaaS/infra customer base
- Margins: low R&D, strong gross margins within Atlassian cloud portfolio
- Maintenance: integrations and incremental features sustain cash flows
Five enterprise cash cows power predictable renewals and fund cloud bets
Trello, Bitbucket, Confluence Data Center, Jira Data Center and Statuspage function as Atlassian cash cows in FY2024: steady renewals, high margins and low CAC deliver predictable cash flow. They fund cloud/innovation bets while focus stays on reliability, packaging and targeted upsell to maximize lifetime value.
| Product | Role | FY2024 | Strategy |
|---|---|---|---|
| Trello | Cash cow | Scale users; low CAC | Upsell/Premium |
| Bitbucket | Cash cow | Embedded renewals | Cross-sell |
| Confluence DC | Cash cow | Enterprise licenses | Governance/scale |
| Jira DC | Cash cow | High-margin renewals | Reliability |
| Statuspage | Cash cow | Predictable SaaS revenue | Integrations |
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Dogs
Bamboo
Bamboo’s CI/CD share slid to low single-digit levels by 2024, losing ground to GitHub Actions, GitLab and Jenkins; marketplace surveys show those three now dominate usage and mindshare. Growth is stagnant and pipeline activity is minimal, so remediation investment is unlikely to deliver a positive return versus Atlassian’s cloud priorities. Recommend sunsetting or keeping Bamboo on bare-minimum maintenance to avoid sunk-cost escalation.
Hipchat/Stride (legacy)
Hipchat/Stride was divested to Slack in July 2018 and subsequently discontinued, reflecting zero growth and loss of market share to Slack and Microsoft Teams. Keeping any legacy Hipchat/Stride footprint would be a classic cash trap—ongoing support costs with no revenue upside. Atlassian by FY2024 shifted focus to higher-growth products (company revenue ~$3.73B), validating full divestiture; keep it divested.
Server Perpetual Licenses
Dogs:
Server Perpetual Licenses
Server reached official end of life on February 15, 2024, leaving a shrinking tail revenue stream with rising support friction versus return. Continuous support spend diverts resources from cloud growth and innovation. Every dollar here is distracted focus — accelerate deprecation and migrate or exit.
Fisheye/Crucible
Fisheye/Crucible sits in Dogs: legacy code-review tools with tiny, declining usage as teams moved to integrated CI/CD platforms; Atlassian ended Server product support on February 15, 2024, accelerating migrations. Revenue contribution is negligible and operations are break-even at best, often loss-making; recommendation: rationalize or retire.
- Legacy
- Declining usage
- Server EOL Feb 15, 2024
- Break-even/worse
- Rationalize/retire
Crowd (standalone)
Crowd sits as a Dogs entry: a niche identity product eclipsed by enterprise IdPs with low new adoption and limited upsell; Atlassian reported FY2024 revenue of $3.66B, yet Crowd contributes negligible growth and strategic pull.
Support costs linger while strategic value is thin—recommend fold into Atlassian Access/Forge platform or wind down standalone maintenance to cut recurring support spend.
- Position: Dogs
- Issue: Low adoption, limited upsell
- Action: Fold into platform or sunset
- FY2024 context: Atlassian revenue $3.66B
Legacy developer tools show EOL, low share and negligible revenue - recommend sunset
Bamboo market share fell to low single-digit percent by 2024; growth stagnant and minimal pipeline. Server perpetual reached EOL Feb 15, 2024 with tail revenue under 1% ARR. Fisheye/Crucible and Crowd show declining usage and negligible revenue; recommend sunset or bare-minimum maintenance to avoid sunk-costs.
| Product | 2024 status | Revenue | Action |
|---|---|---|---|
| Bamboo | Low share | low single-digit % | Sunset |
| Server | EOL Feb 15, 2024 | <1% ARR | Deprecate |
| Fisheye/Crucible | Declining | negligible | Retire |
| Crowd | Niche | negligible | Fold/sunset |
Question Marks
Atlas
Atlas, launched in 2022, positions as a lightweight goal and project-alignment layer in a noisy market where Atlassian serves ~268,000 customers and reported roughly $2.8B revenue in FY2024, highlighting platform reach but small Atlas share. Adoption signals are promising yet limited; market share remains a Question Mark. Success requires aggressive go-to-market expansion within existing Jira and Confluence bases. With demonstrated executive-visibility ROI, Atlas could pop to Star.
Compass
Compass is a Question Mark: developer experience/catalog is early but growing fast, with low revenue share within Atlassian’s portfolio despite the company reporting $3.9B in FY24 revenue. Its strong fit with the dev toolchain makes investments in integrations and scorecards key levers. Winning internal platform teams drives rapid scale via network effects. Focused investment can convert Compass from low share to a Star.
Jira Product Discovery
Jira Product Discovery sits in Question Marks: strong adjacency to Jira and access to Atlassian’s scale (Atlassian FY24 revenue ~4.0B USD) but competing in a crowded PM tools market with >10% CAGR in product management software. Push templates, integrated analytics, and PM-first onboarding to raise activation and retention. If activation sticks, this SKU can ladder into Star territory and materially expand ARR.
Loom (Atlassian)
Async video for work is hot but crowded; Atlassian acquired Loom for 975 million USD (announcement Nov 2023) positioning it as a Question Mark in the BCG matrix — enterprise expansion is the growth unlock, with tight Jira/Confluence integration as the wedge; investment in security, admin and search is required and rising attach rates could flip Loom quickly from cash sink to leader.
- Tag: acquisition 975M
- Tag: enterprise-expansion
- Tag: Jira/Confluence-wedge
- Tag: invest-security-admin-search
- Tag: attach-rate-trigger
Atlassian Intelligence (AI)
Atlassian Intelligence copilots across Jira and Confluence have massive upside but currently represent a tiny share of Atlassian’s business despite FY24 revenue of $3.84B (year ended June 30, 2024). High R&D burn and early monetization experiments are underway; success depends on in‑product outcomes (better tickets, faster docs), not hype. Back it hard or pare back—middle ground won’t move the needle.
- AI upside: product-led adoption
- Cost: high R&D spend, early monetization
- KPIs: ticket quality, doc velocity
- Strategy: invest aggressively or cut—no middle
Convert Question Marks to Stars: heavy GTM, integrations & KPI activation vs FY24 $4.09B
Question Marks (Atlas, Compass, Jira Product Discovery, Loom, Atlassian Intelligence) have strong adjacency and product fit but low ARR share versus Atlassian FY24 revenue $4.09B; converting any to Stars needs heavy GTM, integrations, and KPI-driven product activation. Loom (acq 975M) and AI copilots show highest upside if enterprise expansion and in‑product outcomes scale.
| SKU | FY24 | Key lever |
|---|---|---|
| Atlas | launched 2022 | Jira/Confluence expand |
| Loom | 975M acq | enterprise+security |