SoftBank on Tuesday announced that it is forming a capital and business alliance with Axiata Digital Advertising (ADA), a group company of Axiata Group, a major telecommunications operator in Asia.
As part of the agreement, SoftBank will invest approximately USD60 million in ADA, giving it a 23.1% stake in the company. Through this alliance, SoftBank will utilize ADA’s sales and customer support structure, as well as its data and AI business expertise, to accelerate its digital marketing business across Asia.
SoftBank will also work with ADA to generate synergies with its own solutions and those provided by its group companies. In addition to other services, SoftBank offers the customer data platform “Treasure Data CDP,” and its group company LINE provides a varied lineup of services to enterprises. In partnership with ADA, SoftBank will propose and provide solutions that incorporate ADA’s solutions and know-how to Asian companies to support their digital marketing activities.
ADA’s strength is led by its proprietary technology IP consisting of 375 million unique consumer profiles across the region. The company uses this deep data to help business and brands alike design digital marketing strategies and support execution, and also offer consulting in the utilization of first party data. Additionally, ADA offers marketing technology solutions to help businesses scale up their digital maturity; and end-to-end eCommerce solutions that optimize conversions throughout the customer funnel.
