Much easier signup and onboarding process. Free tier. Mobile and desktop apps. More modern UI that was easier to get non-technical stakeholders to adopt. Targe

Much easier signup and onboarding process. Free tier. Mobile and desktop apps. More modern UI that was easier to get non-technical stakeholders to adopt. Targeting the startup sector, which was more open to using such tools company-wide, rather than the enterprise, where Atlassian had already sold into most of the companies that would consider chat platforms at the time and where chat usage was largely confined to technical teams. Yes, there was hype and marketing - otherwise nobody would have tried them in the first place. They beat HipChat because they offered a 3x better product with half the hassle. It takes both components to make a software hit in a market that isn't entirely blue ocean.