Atlassian says its ‘Don’t F— the Customer’ principle drove cloud-only decision – Computerworld

Competitive implications

The sunset decision carries strategic risks. “Forced transitions rarely create goodwill: they often push CIOs to dust off vendor scorecards and ask whether alternatives might provide better long-term leverage,” Gogia warned.

The timing coincides with intensifying competition from Microsoft Teams, Google Workspace, and ServiceNow, all offering bundled ecosystems that combine collaboration, productivity, and development tools. According to Gogia, Amadeus has already signaled this shift by choosing GitHub and ServiceNow rather than following Atlassian to the cloud.

“Atlassian could tighten revenue in the near term, but in the eyes of enterprise buyers, its positioning risks shrinking from platform to tool,” Gogia said.