I have published an InfoQ news post about Atlassian's efforts to diversify its most successful product JIRA so that it appeals to a wider variety of teams:
Development and collaboration software vendor Atlassian released version 7 of its project tracking application JIRA as three new standalone products: JIRA Core, JIRA Software and JIRA Service Desk. All three products are build atop a common platform to better serve non-technical business teams, development teams as well as IT and other service teams with an edition tailored to each team’s needs.
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Continue reading the full post in Atlassian Launches JIRA 7 Platform with Three Standalone JIRA Editions.