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Team 24 roundup: highlights from our debut as Upscale!
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Team '24 roundup: highlights from our debut as Upscale!

Chirag Harendra profile picture
Chirag Harendra
31st May, 2024
8 min read
an illustration of an event name tag and tickets
Chirag Harendra profile picture
Chirag Harendra
31st May, 2024
8 min read
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Unveiling our brand in front of the Atlassian community
Time for some competitive sharing and socialising!
Team '24 and TAG
Highlights from the event
1. New apps and AI capabilities galore
2. A smoother transition to Jira Cloud
3. Ted Lasso comes to Team24
4. The world of InfoSec and Compliance is heating up

This was our first Team '24 representing our apps under the Upscale brand. As usual, the event didn't disappoint—read on to discover our highlights!

Since launching our new brand, Upscale, in February, it's been full steam ahead! Team '24 was a fantastic opportunity for us to showcase Upscale to the Atlassian community fresh from our debut and connect with customers, colleagues, and partners face to face.
This was our first major event as Upscale, and wow, it didn't disappoint.
It felt like a whirlwind of lively discussions, fun activities, and inspiring insights. It’s almost impossible to do it justice in one post, so here are some of our top highlights from the week.

Unveiling our brand in front of the Atlassian community

In a week filled with firsts, our adventure began in Austin, Texas, where we were thrilled to attend an event organised by the wonderful Atlassian Community Events (ACE) team. In collaboration with ScriptRunner, our partner at The Adaptavist Group, we got the chance to showcase our apps to fellow Atlassian app vendors and partners.
More than 80 attendees and vendors attended the event, held at Atlassian’s headquarters, no less. It was a wonderful evening of learning, networking, and connecting with the awesome Austin Atlassian community. This was our first public sharing of Upscale, and it was amazing to see our brand and colours come to life right in front of us in our own booth.
Upscale and The Adaptavist Group team members at the ACE conference in Austin

Time for some competitive sharing and socialising!

As someone who’s been working in the Atlassian ecosystem for the best part of 6.5 years, I continue to be amazed by how humble, supportive, and ‘chillaxed’ the community is. Even if you’re a fierce competitor in the app space, the mutual respect and willingness to spend time socially with each other is unparalleled.
A huge shout-out and thank you to Suze Treacy, Founder of Architeq Solutions for having us over at such short notice and for making us feel so welcome. In fact, we even had a chance to catch up with Suze and our fellow community members the following day to attend a baseball game and experience true Texas life, another great example of the unique camaraderie and strong community in the Atlassian ecosystem.
Members of TAG and Upscale at a baseball game

Team '24 and The Adaptavist Group

Our next stop was Team '24. Joining forces with our TAG colleagues, we participated in TAG's great lineup of events, some of which have been an annual tradition at Teams. One of the highlights included TAG’s Partner Dinner, where we chatted with colleagues old and new and indulged in some light whiskey-tasting afterwards at a nearby event.
The next day, fresh and ready to go, Uxia and I joined our TAG colleagues, including our Partner Chief, Chris Sheratt, to support our booth for Partner Day. With TAG's new strategic partnership with Deloitte just announced, everyone, but especially Chris, had an extra spring in their step.
Chirag and Uxia from Upscale alongside our TAG colleagues
The next three days were full of booth duty, socials and events, and important meetings with customers and Atlassian. Our main goal for Team '24 was to get our new brand out there, and if the number of people we attracted to our stand, the positive feedback we received, and the people we chatted with were anything to go by, we definitely succeeded.
People standing around The Adaptavist Group booth at Team 24

Our highlights from Team '24

In between booth duty, we managed to go to a few key sessions during the event, here are some of our highlights:

1. New apps and AI capabilities galore

The opening keynote by Atlassian Co-Founder Mike Cannon-Brookes was not to be missed.
There was a real buzz in the air as Mike shared a whole host of new product updates and upcoming AI capabilities.
Most notably, Rovo, a nifty new chatbot functionality, was the talk of the town. Personally, I’m really excited to see how Upscale can work with Rovo to create apps that unlock new value for the Atlassian ecosystem.

2. A smoother transition to Jira Cloud

The keynote also highlighted new additions to Jira Cloud designed to bridge the gap, making migration to the Cloud more attractive and easing customer concerns about its limitations.

3. Ted Lasso comes to Team '24

There was no way I could miss the headline keynote on the last day, featuring Jason Sudeikis and Brendon Hunt. I mean, who wouldn't be excited?
The departing Atlassian co-founder Scott Farquhar bowed out with a bang by interviewing the infamous Ted Lasso stars live on stage. I have to say it was every bit as funny and heartwarming as watching the dynamic duo on TV. (If you haven't seen Ted Lasso yet, it's a must-see full of funny one-liners and nuggets of wisdom about life).

4. The world of InfoSec and Compliance is heating up

From conversations with customers at our booth to meetings and workshops I attended, it's clear that security and compliance are becoming hot topics for teams and organisations.
This is a topic close to our hearts at Upscale, as it’s one of our key pillars and an area we are focusing on to provide apps that ease concerns for customers in this area, especially those migrating to cloud.
We have a number of apps that focus on this area, including our award-winning Microscope for Jira app and Encryption for Jira app. You can expect more from us on this topic soon!

Looking ahead

So, what were our biggest takeaways?
  • Atlassian tech is always awe-inspiring, but it's the people who make the ecosystem unique.
  • Security and compliance are hot topics and there is more innovation on the way.
  • AI will play a greater role in Atlassian's apps in the future.
  • Upscale can help with many customer challenges to make work easier!
  • When a community comes together, anything is possible.
We learned so much over the week and have come back buzzing with ideas and inspiration that we can’t wait to put into action. Thank you to everyone for sharing your valuable time with us at our booth—we had some amazing conversations about all things Jira, learning so much about everyone’s daily challenges and ways of working.
We couldn’t have asked for a more welcoming and fun debut!
See you next year?
Written by
Chirag Harendra profile picture
Chirag Harendra
Head of Marketing
A self-professed geek, Chirag oversees all touchpoints where we communicate and interact with our customers. A believer in silver linings, he's all about positivity—you'll always find his glass half full!