What is feature management?

Feature management gives you peace of mind and control over your software, so you can boost developer productivity, improve morale, and accelerate innovation to your customers.

Feature flags

Feature flags are if-else statements that decouple code deployments from feature releases, giving you control over which end-users see which features. Developers have used feature toggles for decades. But historically, they've confined their use to simple Boolean flags within one engineering team, platform, and application.

Such an approach, while easy to manage, limits the value of feature flagging. Using multivariate flags across several teams, platforms, and applications, on the other hand, is much harder but yields the greatest rewards. Feature management makes this high-yield approach possible.

Feature management

Feature management is a new class of software development tools and techniques rooted in feature flags. It provides a holistic framework for feature flag-driven development, A/B testing, and experimentation, enabling teams to use flags on a massive scale across a variety of use cases.

Feature management, or feature flag management, is a key driver of modern development practices such as DevOps, CI/CD, and Progressive Delivery. Teams that employ feature management increase developer productivity, maintain high system performance, and continuously improve the quality of their software.

Core services

Unlock the next
frontier of DevOps

De-risked Releases

Increase the velocity and stability of software releases for customers efficiently and without the fear of wasteful outages.

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Targeted Experiences

Deliver targeted and personalized experiences without heavy, manual development effort.

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Product Experimentation

Run experiments and optimize product features to drive customer engagement that measurably improves the business.

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Mobile Release Optimization

Manage, control, and optimize in-app mobile experiences while reducing complexity and friction with app store approval processes.  

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Build products customers love.

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It’s simple. We’re able to ship value to customers faster and get feedback sooner, which improves the overall experience.

Bevan Blackie

Head of Engineering - Collaboration Essentials, Atlassian