Axiata’s ADA secures RM250m investment from Japan’s SoftBank

Axiata Group Bhd’s subsidiary ADA, held by Axiata Digital Services, has formed an alliance with Japan’s SoftBank Corp, which will invest RM250 million in ADA to expand and accelerate the group’s analytics, data and artificial intelligence (AI) digital marketing business in the region.

Following the investment, SoftBank will hold a 23.07% shareholding in ADA, establishing ADA’s valuation at RM1.07 billion. Axiata Digital Services remains the majority shareholder of ADA with 63.47%.

ADA, the largest independent digital, analytics, and marketing company in South and Southeast Asia, will benefit from the significant global synergistic opportunities.

SoftBank, a Fortune 500 telecommunications company, will establish ADA as its core digital and data marketing partner in Asia. It aims to leverage its network of portfolio companies in proposing and providing digital marketing solutions that incorporate ADA’s proprietary technologies and consumer AI, models.

This alliance also allows SoftBank to expand its footprint in the region by bringing its customer data platform “Treasure Data”, and the consumer base of its communication app “Line” for the benefit of brands and marketers.

Axiata president & group CEO Datuk

Izzaddin Idris said in addition to the group’s existing Sumitomo partnership, this alliance would further fuel ADA’s growth momentum within the region.