SoftBank invests RM250 million into Axiata's data analytics subsidiary ADA Details 11 May 2021 Axiata Group’s subsidiary ADA has formed an alliance with SoftBank, investing approximately RM250 million (US$60 million) in ADA to expand and accelerate the group’s analytics, data and AI digital marketing business in the region. Following the investment, SoftBank will hold 23.07% shareholding of ADA, establishing ADA’s valuation at RM1.07 billion (US$260 million). Axiata Digital Services will remain the majority shareholder of ADA at 63.47%. SoftBank 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.