Culture and identity. Bluejack is a spin-off from a major university. The strength of the initial team of five was engineering, where it focused most resources for some time. When the company entered the market, it did a lot of product reengineering. Today, Bluejack employs 80 people and claims not to be a classic Internet company but rather three to four companies in one, where software development, professional services, and engineering make up 60 percent of the activity.
Bluejack managers have no average customer, and development is always fast.
Customers typically say, I need these three features, and then I will buy the product. The difficulty is balancing the various requests. The director of operations says, As the market gets broader, we seem to get more requirements for a broader set of features. Bluejack tends to deliver a smaller set of product features and to release products more often. The director of engineering characterizes many changes as just refining existing features.