Deutsche Börse’s Market Data &Analytics has signed a deal with London-based colocation data center City Lifeline as well as Telehouse London Metro and Equinix’s D4 International Business Exchange for its algorithm news feed AlphaFlash, otherwise known as Need to Know News (NtKN).

The three data centers are being used by the German company to deliver more than 150 machine readable macroeconomic indicators directly into trading algorithms for use by the London financial market.

Having a presence in London allows the US-based spin off of Deutsche Börse’s to increase its presence in Europe, with faster trading options offered near the major stock exchanges, according to Deutsche Börse head of front office data and analytics Georg Gross.

"The new offering of different data centers on location provides ‘algo’ traders direct and ultra-fast access to AlphaFlash (Deutsche Börse’s information offering) in order to trade on London markets," Gross said. "We are making it as easy as possible for firms to use our algo news feed."

AlphaFlash has signed a rolling contract with City Lifeline to use its collocation services for NtKN inside the London Square Mile – the heart of the city’s financial district – according to City Lifeline sales director John George.

It is paying a set price, which could not be disclosed, for use of a shared room that is connected using services by European telecommunications provider Colt, however, George says it could, in future, broaden its communications contract to include other service providers.

"There might [in future] be linkages to carriers other than Colt in the later term," George said.

The growth in hedge fund activity in the London area has led data centers such as City Lifeline, which has a 21,000 sq ft user area that has operated from its Shoreditch location since 1993, to offer a large amount of services from different communications providers in recent times, according to George.

"People like NtKN international have services coming from places like the US and other services running from the EU. They are looking for the lowest latency," George said.

And in future service could also be coming from parts of Asia. In its release, Deutsche Börse said it is planning co location and proximity hosting options for Asia to add to its US data centers in Chicago, New Jersey, Washington and Frankfurt, Germany offerings.