Case Study: Deutsche Telekom achieves scalable, privacy-safe mobile onboarding for 1M+ customers with Bloomreach

Deutsche Telekom Delivers a Welcoming Experience To Their Mobile Customers

Deutsche Telekom, Europe’s leading telecom (including the T‑Mobile brand), needed a consistent, manageable way to deliver a “Telekom Moment” welcome experience—welcome message, permission requests, app recommendations and service prompts—across many device models, vendors and 13 countries. The challenge was to serve presentation‑neutral JSON/XML content at scale while keeping the system user‑friendly for content creators, privacy‑compliant for customers, and flexible enough to integrate with their open source stack.

They implemented a headless BloomReach CMS to store reusable, presentation‑neutral content, return device‑model specific app lists, and rely on client‑side filtering to protect customer data. The result: role‑based global content workflows, faster development (3 developers, live in 6 months), reuse across 18 brands and 13 countries, dynamic promotions, reduced development effort and over a million devices delivering the Telekom Moment.

Deutsche Telekom

Stefan Burkert

Product Manager