If you think about it, they own the entire business stack or have the potential to. Give it time.
Atlassian are working incredibly hard to control the dev stack. Tight integration between Jira, Confluence, BitBucket. Bringing documentation, development, estimation, backlog together in a unified view.
Microsoft now have all the pieces. Office 365 managing users and the business side, SharePoint, GitHub, Azure, Teams.
When they start working to unify/integrate these pieces together in to a seamless experience so you can communicate, plan, build, track and deploy all on the Microsoft stack it’ll be very compelling product for businesses and very difficult for any competitor to compete. Not only would Atlassian need Jira/Confluence for example, they’d need their own Cloud for you to deploy to.
Yes, that's been the explicit strategy since Satya took over as CEO in 2014. Often verbalized, very public. Microsoft's USP is the complete integrated enterprise ecosystem that will work with whatever else you have, too. That's what they call the "intelligent cloud".
So your contacts app knows just which contacts to highlight/suggest based on your org chart (active directory), communication history (outlook, teams), and subject matter (documents/SharePoint/teams message history/etc etc). And it's all subject to centralized authentication, access, and audit controls.
The integration goes into the azure products, too. Your kubernetes RBAC can be based on AAD, so your running containers have an identity that could access Teams and email of you want. Your serverless functions, ML toolkits, etc etc run with their own AAD identities, too. Oh and of course monitoring integrates with their world leading business intelligence tools, including Excel.
This is all there already. Azure DevOps does exactly what you describe:
> you can communicate, plan, build, track and deploy all on the Microsoft stack it’ll be very compelling product for businesses and very difficult for any competitor to compete.
And those features are coming to GitHub Enterprise, so you can do it with the developer product you already know and like. And of course, with tight integration to do it from your IDE if you like.
Atlassian are working incredibly hard to control the dev stack. Tight integration between Jira, Confluence, BitBucket. Bringing documentation, development, estimation, backlog together in a unified view.
Microsoft now have all the pieces. Office 365 managing users and the business side, SharePoint, GitHub, Azure, Teams.
When they start working to unify/integrate these pieces together in to a seamless experience so you can communicate, plan, build, track and deploy all on the Microsoft stack it’ll be very compelling product for businesses and very difficult for any competitor to compete. Not only would Atlassian need Jira/Confluence for example, they’d need their own Cloud for you to deploy to.