Atlassian parlays Jira issue tracking tool in service desk world

Atlassian on Wednesday will unveil a service desk offering that builds on Jira, the software that developers use to collaborate on software projects and track bugs and other work issues associated with them.

Atlassian help desk
Jay Simons, president of Atlassian,  said this is a natural outgrowth.  “If you track projects Jira is first port of call, it has a great workflow foundation and 40 percent of Jira customers have extended it [on their own] to support service desk and help desk use cases and they have asked us to build this helpdesk service for their use,” he said in an interview.

That leads to Wednesday’s launch of Jira Service Desk at the Atlassian Summit in San Francisco. The product can be used by internal IT staff to track help tickets for things like broken keyboards or a missing Windows updates in much the same way software developers track their own development issues.

Atlassian claims some big-name customers for Jira in Audi, Orbitz, Goldman Sachs(s gs) and Ford(s f) and is banking that the service desk edition will grow its footprint in these accounts.

The software– available as a SaaS service or for on-premises use — will compete with legacy products like BMC Remedy and starts at $10 for 10 users or $9,000 for 10,000 users or more one-time fee. Annual maintenance and support fees kick in on year two and beyond.

Atlassian with headquarters in Sydney, Australia with offices in San Francisco, is privately held and claims bookings in excess of $100 million a year.  And it competes with some heavy hitters including Microsoft(s msft), IBM(s ibm)  in software development and project tracking tools.