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How are vendors successfully selling apps with features that are already builtin into Jira?

Let me state this already that we also do this. Jira has a feature to create requirements and manage them under Jira itself. We also sell this. But how are vendors successful in selling the same thing as 3rd party solution? I am not saying that this should not happen. It is benefiting most of us.

But I want to know what triggers a buyer to purchase such a solution? Is it the

  1. Set of features
  2. Customer support
  3. Existing relationship with the vendor

Or any other reason that you might think is the answer to this puzzle.

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