AirAsia with its reliance on IT, there is a risk of system disruption due to AirAsia’s heavily reliance on online sales: any flight delays or calling their customer line to confirm bookings would indicate that AirAsia’s system is not robust enough to handle booking efficiently. This would result in the loss of customers, as confidence and satisfaction levels drop, affecting profitability. Hence, AirAsia would have to (constantly) invest in technological equipments, and connections to sustain and serve its huge network of company subsidiaries and affiliates (where appropriate); incurring (high) costs.