NeoDay, T-Systems partner to boost GDPR-compliant loyalty tech
NeoDay has announced a strategic partnership with T-Systems to make its loyalty platform available on the Open Telekom Cloud infrastructure.
The collaboration will see NeoDay's loyalty platform offered via T-Systems' managed services and its Open Telekom Cloud (OTC) infrastructure. Customers will be able to access more options for increasing brand loyalty, while NeoDay is set to broaden its reach into markets such as Germany.
GDPR compliance
This partnership combines NeoDay's experience in customer loyalty with the GDPR-compliant, sovereign cloud environment of the OTC and T-Systems' footprint in regulated sectors. By offering this alternative to US-based cloud providers, businesses are able to run loyalty programmes without being subject to vendor lock-in or losing control over customer data. This is intended to allow organisations to execute loyalty initiatives that are scalable and have a measurable business impact, while maintaining compliance and data sovereignty.
The OTC is hosted in data centres located in Germany, the Netherlands, and Switzerland. According to the companies, the new offering aligns with Deutsche Telekom's strategy to consolidate its cloud services into a sovereign multi-cloud ecosystem under the T Cloud umbrella.
Market trends
Loyalty technology is playing a greater role across industries, as rising prices push consumers to make price-driven decisions. Companies are finding it more difficult to acquire and retain customers, making loyalty programmes a key strategy for driving revenue and increasing meaningful engagement with consumers. There is a growing consensus that customer loyalty can deliver commercial value to both businesses and their customers.
Data and compliance focus
The companies noted that efforts to strengthen brand loyalty programmes do not always return desired benefits, and tracking return on investment can be challenging. Concerns over data privacy and security may also lead some consumers to hesitate or reject loyalty schemes. The partnership aims to address these issues by combining NeoDay's loyalty experience with European data control standards, providing a solution to meet the rising market demand for extracting value from loyalty initiatives.
"We're excited to welcome NeoDay to our ecosystem of trusted partners," said Madeleine Dubois, Partner Manager at T-Systems. "NeoDay brings deep expertise in loyalty strategy and technology - an ideal complement to our secure, GDPR-compliant Open Telekom Cloud. Together, we can offer a fully integrated solution that enables organizations to strengthen customer relationships in a scalable and sovereign way. This partnership reflects our shared ambition to drive meaningful digital innovation with real business impact."
Jurgen Swaans, Owner of NeoDay, commented on the importance of data control and consumer trust within the loyalty technology sector. He said:
"Data control, security, and consumer trust are becoming increasingly critical to loyalty technology. Open Telekom Cloud is widely seen as a trusted standard in the cloud market, with a focus on strong quality and real added value. This partnership is an opportunity for companies to rethink loyalty: as an essential tool to quickly generate commercial value in a way that's meaningful for the consumer."
Sector expansion
NeoDay is widely used in retail, food, leisure and fast-moving consumer goods sectors. Through the collaboration with T-Systems, NeoDay expects to expand into new markets where OTC has a strong position, including healthcare, financial services, and the public sector. These sectors have strict data protection and compliance obligations under European privacy laws. The partnership aims to deliver value in these industries by combining NeoDay's platform with OTC's sovereignty, including in areas such as promoting healthier lifestyle choices through engagement programmes.
The NeoDay platform is now available in the OTC marketplace, enabling customers to use the solution immediately. The partnership is designed to provide organisations with enhanced options to deliver loyalty programmes under strict data protection standards in regulated environments.
