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The Silicon Review Asia

SoftBank Invests $60 Million in ADA, To Accelerate Its Digital Marketing Business

SoftBank Invests $60 Million in ADA, To Accelerate Its Digital Marketing Business

Softbank Corp has announced that it will be forming a strategic alliance with Axiata Digital Advertising (ADA), a Kuala Lumpur-based data and AI company that offers integrated digital marketing solutions. The partnership will enable SoftBank to accelerate its digital marketing business across Asia.

ADA offers its ace services in nine Asian countries, including Malaysia, Singapore, Indonesia, Thailand, Cambodia, Philippines, Sri Lanka, Bangladesh, and South Korea. ADA is a subsidiary of the Axiata Group Berhard, a major telecom operator in Asia.

As part of the alliance deal, SoftBank will be investing $60 million into ADA, which will give it a 23.1% stake in the company. Daichi Nozaki, SoftBank Vice President and Head of the Enterprise Business Unit’s Global Business Division, will join the ADA board in mid-May 2021.

SoftBank will use ADA’s sales and customer support structure and also the company’s data and AI business expertise to accelerate its digital marketing business across Asia. SoftBank will further also work with ADA to create synergies with its own solutions and those provided by the group. This alliance with ADA will promote SoftBank’s Beyond Japan initiative for business expansion abroad.

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