In 2002, Atlassian launched Jira as an “enterprise-grade issue tracking system specifically tailored for software development teams” (The Original Archive). Jira entered the existing market of defect tracking tools with competitors like IBM Rational ClearQuest and Bugzilla and played in a red ocean by competing over price, features, and speed. They believed that PMs would require a web-based, centralized tool for workflows as broader software trends shifted from “client-server applications towards browser-agnostic, accessible web platforms” (The Original Archive).
Linear emerged in 2019 into a resegmented market by specifically appealing to startups and smaller teams who prioritize speed and simplicity over slower load times and complex workflows. They play in a red ocean by competing over price, performance, and speed via fast load times and keyboard shortcuts (Spyglassci). Linear had to believe that speed was enough of a dealbreaker for PMs to switch from Jira to their platform.
Productboard entered a new category which helps PMs decide what to build by creating a centralized place to collect data on customer feedback, product roadmapping, customer engagement, product specification, and strategy product planning (Productboard). They play in a blue ocean because this is an uncontested space, since companies would previously store this data in Excel or Google Sheets. Productboard had to believe that their service could be applicable to startups building their first products and larger companies expanding innovation efforts.
Sources:
https://theoriginarchive.com/company/atlassian/chapter/2
