Copenhagen, 1310,
Denmark
&Tradition Technographics
Discover the latest software purchases and digital transformation initiatives being undertaken by &Tradition and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 113 &Tradition employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that &Tradition has purchased the following applications: Klarna Payments for Payment Processing in 2015, OpenAI GPT-4 for Generative AI Platforms in 2026, Microsoft 365 for Collaboration in 2016 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems &Tradition is running and its propensity to invest more and deepen its relationship with Klarna , OpenAI , Microsoft or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing &Tradition revenues, which have grown to $109.0 million in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for &Tradition intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
ERP Financial Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Klarna | Legacy | Klarna Payments | Payment Processing | ERP Financial Management | n/a | 2015 | 2015 |
In 2015, &Tradition implemented Klarna Payments on its public website to handle online checkout flows. The implementation embeds Klarna Payments as the e-commerce payment engine, leveraging hosted payment components to present card and alternative payment options, process authorizations and captures, and manage refunds while limiting merchant exposure to raw card data, aligning with standard Payment Processing functionality.
Operationally the deployment ties e-commerce, customer service, and finance workflows, supplying transaction records used for order processing and reconciliation and supporting refunds and payment status checks within existing operational processes. Governance emphasizes payment workflow ownership by commerce and finance teams, with controls focused on reconciliation and dispute handling, and the configuration scope is limited to the company website checkout rather than broader enterprise systems.
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AI Development
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| OpenAI | Legacy | OpenAI GPT-4 | Generative AI Platforms | AI Development | n/a | 2026 | 2026 |
In 2026 &Tradition deployed OpenAI GPT-4 on its website under the Generative AI Platforms category to augment customer-facing content and onsite engagement. The implementation places OpenAI GPT-4 at the web front end to support interactive experiences and dynamic content generation across product and corporate pages.
OpenAI GPT-4 is configured to power an on-site conversational assistant and to generate dynamic content snippets, using API-driven calls from the website delivery layer. Functional capabilities implemented include natural language response generation, content authoring support for marketing teams, and contextual query handling for site visitors. Configuration work emphasized prompt engineering, output filtering, and usage controls to align generated content with brand voice and compliance requirements.
Operational scope focuses on web marketing and customer engagement functions, with the application interfacing directly with site delivery and content workflows. Governance established editorial review and approval checkpoints, with product and marketing teams owning prompt governance and content moderation. The deployment was rolled out in stages across site sections, and ongoing operational responsibility resides with the in-house digital and marketing organization.
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Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Microsoft | Legacy | Microsoft 365 | Collaboration | Collaboration | n/a | 2016 | 2016 |
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Content Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Video Editing | Content Management |
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2015 | 2015 |
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CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Lead Generation | CRM |
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2015 | 2015 |
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Marketing Analytics | CRM |
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2016 | 2016 |
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Marketing Automation | CRM |
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2019 | 2019 |
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Marketing Automation | CRM |
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2017 | 2017 |
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Marketing Automation | CRM |
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2021 | 2021 |
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Marketing Automation | CRM |
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2024 | 2024 |
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Tag Management | CRM |
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2015 | 2015 |
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PLM and Engineering
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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3D Modeling | PLM and Engineering |
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2020 | 2020 |
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Advanced Subsurface Mapping | PLM and Engineering |
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2022 | 2022 |
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TRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Governance, Risk and Compliance | TRM |
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2023 | 2023 |
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IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Application Hosting and Computing Services | IaaS |
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2020 | 2020 |
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Application Hosting and Computing Services | IaaS |
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2014 | 2014 |
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Content Delivery Network | IaaS |
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2014 | 2014 |
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Content Delivery Network | IaaS |
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2015 | 2015 |
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Content Delivery Network | IaaS |
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2016 | 2016 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2014 | 2014 |
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Domain Name System (DNS) | IaaS |
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2016 | 2016 |
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CyberSecurity
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Identity and Access Management (IAM) | CyberSecurity |
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2023 | 2023 |
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Secure Email Gateways (SEGs) | CyberSecurity |
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2019 | 2019 |
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Secure Sockets Layer (SSL) | CyberSecurity |
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2019 | 2019 |
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Secure Sockets Layer (SSL) | CyberSecurity |
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2021 | 2021 |
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