REPORT

Business-to-
consumer

Student ID:
S220732

Module Title:Digital Bus

Submission
AIRE LOGIC 19th
December 2022
LSC UoS BA in Business
Student ID: S220732

Executive Summary

This summary provided insight into Aire Logic's digital-first business goals, the
challenges associated with achieving digital success, and the tools and solutions
it intended to invest in to support its goals.
According to the research, Aire Logic has adopted or planned to adopt a digital
business strategy. This digital transformation strategy aimed to create
capabilities to fully exploit the possibilities and opportunities of new
technologies and their impact faster, better and in a more innovative way in the
future. A digital transformation journey required a phased approach involving a
variety of stakeholders, beyond internal or external silos and limitations. Here it
was considered that the end goals kept moving because the digital
transformation was a continuous journey, just like digital change and
innovation.
The purpose of this report was to engage in a comprehensive review of research
on strategic alliances over the past decade. After presenting a typology of
various forms of alliance governance, a recent analysis of alliance formation,
implementation management, and performance outcomes of Aire Logic's
collaborative activities are reviewed. The findings of the Strategic Alliance
developed and propagated as formalized inter-organizational relationships.
These cooperative arrangements represented a new organizational formation
that sought to achieve organizational goals better through collaboration than
through competition.
The report provided future research directions on partner selection, network
patterns and processes, understanding alliance integration through merger,
fission, and how to manage development dynamics. It ended with some future
directions for theory building and empirical research and eCommerce merchant
software and self-justifying solutions.

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Table of Contents

Executive Summary ……………………………………………..…………….. 1

Introduction ………………………………………………………………….… 3
1. Overview of Key Trends and Advantages ……………………..……….. 4
2. Critically evaluate new and emerging digital business models in the
context of key business issues such as cyber security and ethics that your
organisation uses or may use ………………………….………………………. 6
3. Evaluate the impact of new collaborative relationships and strategic
alliances through digital technology for your chosen organisation’s …...…….. 8
4. Identify and evaluate at least 4 e-commerce merchant software …...…. 10
Conclusion ……………………………………………………………...……. 13
Reference List ……………………………………………………………..…. 14

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Introduction

Aire Logic partners with education and government despite its healthcare roots.
Software development teams and IT consultants can't work without cross-
organizational collaboration. While a business focus is vital, what matters is
their goal, and how they grow, profit, and affect the world. As an employee-
owned firm, they know their employees drive their services and products. They
only choose projects that inspire and assist their people, society, and research
and development.
Since 2007, Aire Logic has completed some of the world's largest medical
technology projects for the NHS and Singapore's government. They collaborate
with local NHS Trusts and councils on custom projects. They work with various
UK technology standards organisations to guarantee their clients' projects are
productive, relevant, and future proof. It advises national NHS boards, local
charities, and healthcare organisations on how to use technology transformation
to better patients and services.
Aire Innovate was founded after 30 years of strategic and technological
healthcare consulting. Aire Innovate provides a platform of digital products to
satisfy healthcare demands. This modular product model allows their healthcare
customers to improve and modify the technology over time, unlike one-off
programmes that cannot grow with changing needs. It offers off-the-shelf and
custom solutions.
Founders Mike Odling-Smee and Joe Waller have over 30 years of medical
technology experience. They met on the inaugural NHS Spine project, the
world's largest public healthcare platform (Aire Logic, 2022a).
Aire Logic is continuously developing; an example was when Aire Logic
created a digital CHAQ with Alder Hey's IT team. Forms4Health is Aire Logic's
versatile digital forms engine. Since March 2021, the team has sent 500 CHAQ-
linked texts per month. 350 CHAQs return monthly, with a 70% response rate.
This beats paper form returns, which had a 32% response rate. Healthcare
personnel, patients, and parents are pleased. The new enhancement enhances
digital CHAQ's consultation help (NHS, 2022).

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1. Overview of Key Trends and Advantages

1.1. Definition of Digital/Virtual Business

Digitization means using digital technologies to transform a traditional
company, aiming to increase revenues and create new value-added
opportunities. The most well-known and widely used digital technologies are
artificial intelligence, machine learning, virtual and augmented reality, robotic
process automation, quantum computing, edge computing, blockchain, 5G and
the Internet of Things. (Simplilearn, 2021).
1.2. Advantages of Digital/Virtual Business
Malak (2022) says these are the most essential digital benefits:
1.2.1- Effectiveness. Every organisation seeks new ways to improve efficiency.
Digitization must be improved for corporate efficiency.
1.2.2- Productivity. Automating repetitive manual procedures relieves your staff
from monotonous workloads and allows them to focus on more demanding and
innovative business projects.
1.2.3- Cut costs. Saving time and money is every business owner's desire.
Manual tasks and processes are slower than automated ones since they are done
one by one.
1.2.4- Transparency. Critical metrics might be obtained and reported depending
on the automated process—financial, invoicing, collections, sales, or support.
1.2.5- Quality and consistency. Digitization ensures every action is conducted
consistently, resulting in high-quality, trustworthy outcomes.
1.2.6- Less human error. Automation reduces human mistakes.
1.2.7- Governance and trust. Consistent automated processes can propel the
firm, provide reliable customer procedures, and provide a competitive edge.
1.2.8- Agile. Businesses must adapt to the digital age. Any market change,
upheaval, or new opportunity requires speed.
1.2.9- Boosting morale. Employees' ability to learn, develop, and advance is
hindered by repetitive manual duties. Digitization automates tedious tasks,
allowing employees to work on more relevant projects and enhancing morale.

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1.2.10- Better decision-making. Digitization and information management work

together to turn information into knowledge and better decisions.
1.3. Key Trends in Digital/Virtual Business
The most valuable tools are artificial intelligence, robot learning and virtual
existence (Ghelber, 2022).
1.3.1 Blockchain has been used in non-financial areas for years.
1.3.2 Data protection. Greater individuals online equal more data security needs.
Customers are increasingly mindful of data security; thus, online business
owners should already have this setup.
1.3.3 Hybrid at work. The pandemic has proven that virtual jobs are viable.
Even as the epidemic subsides, more organizations will adopt hybrid
workplaces for health, efficiency and reduced resource costs.
1.3.4 Artificial Intelligence-powered business solution will grow and improves
ads, customer service, and staff efficiency. Because of this will increase
revenue.
1.3.5 Automation. Artificial Intelligence and automation are linked. Analytics,
data protection, security, and search algorithms will be powered by AI. This
increases worker productivity.
1.3.6 5G. More networks and gadgets are switching to 5G to meet the demand
for faster connectivity, but it's more than that. 5G is transforming mobile and
automotive technology.
1.3.7 Digital banking and blockchain will leave traditional banks behind unless
they innovate. Multiple online payment channels, online loan applications and
approvals, cashless payments, online personal identity; faster and easier online
banking applications.
1.4. Application to using digital business with advantages and key trends
applied to your chosen organisation
Aire logic is a leading employee-owned IT consulting company. They have 30
years of experience working with national, regional, and local NHS partners on
health IT projects. Commercial focus is important, but what matters most is
purpose, growth, and legacy.
It offers products and services based on knowledge and experience in systems
integration, architecture, and the software development life cycle. Innovative
developers, talented associates and clinical consultants drive transformation.

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It combines software development and IT operations (DevOps) to help

healthcare organizations deliver digital solutions faster. They were the first to
implement agile software development at scale across national NHS systems,
delivering various local and national DevOps initiatives such as NHS Trust
electronic health records (EHR), interoperability programs and national
mission-critical systems.
The team has experience in policing, healthcare, machine learning, supply
chains and image processing from the public and private sectors and from
cutting-edge research centres.
IT principles and strategy can be used considering the factors, objectives, and
capabilities of the organization. Support the organization in finding the right
business solutions by performing rapid large-scale architecture reviews based
on architectural trade-off analysis, developing a customer-tailored EA Light
method based on purpose-built methods and processes, and creating enterprise
architecture solutions that meet the specifics of healthcare needs.
Enterprise, solution, and technology architects will use "EA Light" to identify
answers to existing technology challenges, enhancing business performance and
providing strategic support. This modular approach will allow technology to
change and adapt over time, rather than one-off applications that cannot scale
with customer needs.
They provide available technologies and customized solutions to help primary,
secondary and community health services manage demand and improve patient
care. This EHR patient management system tracks patient information in
AireFrame. AireFlow's intelligent workflow engine coordinates teams to
manage cases and prevents bottlenecks (Aire Logic Ltd, 2022).

2. Critically evaluate new and emerging digital business models in the

context of key business issues such as cyber security and ethics that
your organisation uses or may use.

2.1 Defining new, emerging digital business models

The digital business model is a model that makes use of digital technologies in
the process of creating several components of a company. From the way, the
business is run to the actual product or service that is being offered by the
organisation. When digital technology assists a digital firm in the process of

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developing its value proposition, a business model has been created (Perficient,
2022).

2.2. Discussion on new, emerging digital business models in the context of

key issues such as cyber security and ethics
Aire Logic serves the health and social care sector. High levels of automation
and integration with current technological systems were vital to the successful
introduction and adoption of EPROM in a paediatric rheumatology clinic. The
Trust's Information Governance committee accepted the initiative in October
2019 after receiving a data protection impact assessment (Neame et al., 2022).
Primary, secondary, and tertiary clientele use them. Their customers have data
privacy policies, and customers are the "data controller" for GDPR and the Data
Protection Act 1998 2018 (the Act) since they decide "why" and "how"
purposes. Process personal data. Personal data will be processed or stored on
Aire Logic's systems (Aire Logic, 2022).
Putting people in leadership roles helps the organisation preserve its culture and
ethics. This will make employees feel invested in the organisation. They can be
proud to be healthcare shareholders.
According to Joseph Waller and Michael Odling Smee, founders of Aire Logic,
the company is one of the largest to pursue the ethical route, intending to
become an archetypal example of what may be done with employee property.
There will always be a third path in a capitalist system, even though
traditionally owned firms are crucial. With more control and commitment from
staff owners and an emphasis on ethical projects, every effort and success will
feed into improved customer outcomes and worker contentment (Ball, 2022).
2.3 Apply how your chosen organisation is using / could use any of these new,
emerging business models
Patient self-reporting is a critical feature before and after surgical or medical
treatment, allowing clinicians to acquire informed consent and quantify the
quality of care and health gains. However, the method is regular paper built,
which take leads to faults and gives no apparent audit path.
EPROM will replace pen and paper with secure electronic data collecting,
enhancing data quality, form completion, and clinical decision-making.
e-Consent helps patients acquire the proper information before consenting to
treatment, lowering the possibility of errors or misunderstandings.

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Integrating EPROMs with other healthcare applications can record entire patient
information. Patients can complete questionnaires or forms at home, reducing
clinic or hospital visits. Patients receive a text or email with a secure document
link. Going digital reduces the administrative burden of paper processes,
allowing clinicians to see more patients (Aire Logic, 2022a).
Air Logic has developed AireCase, which is a digital referral, triage, and case
management service. Staff can swiftly process patient forms and keep an audit
trail using an administration portal. Patients can register or self-refer online.
Patients can fill out forms on any device, saving time. Test findings and
diagnosis are centralised for a holistic patient experience. And avoid care delays
by notifying the correct healthcare professional. It allows them to examine and
move patients impeccably. It also makes it easier for healthcare teams across
businesses to access patient information, such as a treatment plan or medical
history, boosting communication, collaboration, and care.
A unified view of workflows is used to analyse and assess all referrals,
including history, status, and next steps. Healthcare workers can interact with
patients to acquire more information and identify the next steps. All data is
reportable. Access an analytical tool that improves healthcare decision-making,
patient safety, and reporting. It can be visualised from form data. Patient data is
analysed using data visualisation tools (Aire Logic, 2022a).

3. Evaluate the impact of new collaborative relationships and strategic

alliances through digital technology for your chosen organisation’s

3.1. Definition of new collaborative relationship and definition of strategic

alliance`s
Collaboration involves helping each other and is an effort to work together for
mutual gain. Collaboration management refers to the activities performed to
ensure that a collaboration runs smoothly, amicably, and on time. Alliance
management considers the full portfolio of collaborations between the parties
over time. The alliance management function leads and coordinates the
collaboration and management of alliances in an organization (Thong, 2015).
3.2. Advantages and disadvantages of new collaborative relationships and
strategic alliances through digital technology
Strategic alliances' benefits

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Strategic relationships are formed when all parties benefit. There is an

organizational benefit when forming a strategic alliance to acquire talent, the
strategic partner provides capabilities. Strategic partners increase production
capacity, ensure distribution, or develop the supply chain. Having a well-known
and respected strategic partner increases the legitimacy and credibility of the
company. The economic benefit would be to share the costs and reduce the
risks. In an alliance, the volume of production could increase, reducing the cost
per unit.
Another category includes strategic advantages that can collaborate with rivals.
By pooling resources and skills, strategic partnerships can provide a competitive
advantage. Strategic alliances can be leveraged to access new technologies or to
conduct cooperative research and development (Kalia, 2019).
Political benefits could be due to local prejudices or legal impediments to entry,
where they can strategically ally with a local foreign corporation to enter a
foreign market.
Strategic alliances' disadvantages
Alliances have restrictions despite their benefits that can cause strain on
employees. Cultural differences can hinder staff integration, reducing
organizational success (Kuglin & Hook, 2002). Second, there is no control.
After a strategic alliance, some organizations lose their internal independence
(Sargent, 2004). A company cannot make a major decision without its partner.
Mergers can have unequal benefits (Kuglin & Hook, 2002). Managers must
establish practical ways to meet the alliance's goals for success.
3.3. Application to your chosen organisation on how they use or could use
new collaborative relationships and strategic alliances through digital
technology
People can make crucial decisions and innovate with fewer levels of
management. Eliminating hierarchy allows everyone to contribute ideas and
encourages employees to make faster decisions, solve problems and innovate.
Aire Logic focuses on projects that maximize client value using their specific
skills and knowledge. Their teams must be diverse and representative of the
people they serve (Aire Logic Limited, 2022).
They prioritize team development over management. Project leaders empower,
facilitate, and engage workers, producing a successful workplace. Knowledge
empowers people to connect, perform and grow professionally. Their staff are
innovative problem solvers and value continuous learning, skill development

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and career exploration. They can also learn business and teamwork skills
through daily operations.
Aire Logic provides healthcare, education, and government IT consulting. They
solve social and environmental problems with technology. Based on its
expertise in systems integration, system architecture and software development
life cycle, it offers a wide range of products and services. Aire Logic advises
charities, trusts, private healthcare groups and nations on technology
development.
Their methods can be used for short, fast tasks or long-term architectural
governance processes. EA Light provides flexible governance and strategic
tools and leverages the cost and quality benefits of Agile development in large-
scale Agile development environments (Aire Logic Limited, 2022a).
Leeds Teaching Hospitals Trust (LTHT) and Aire Logic have been working
together for a decade and have been improving Yorkshire for the past year. In
2013, LTHT engaged Aire Logic to provide agile delivery advice on Patient
Pathway Manager and the trust then contracted Aire Logic to incorporate their
low-code digital forms engine to support their paperless plan. Aire Logic's
eForms solution digitizes many patient forms completed daily at various points
in the patient experience. Aire Logic is helping LTHT move its IT infrastructure
to cloud servers, which will provide cost savings, increased reliability, and
security (Health Tech Newspaper, 2022).

4. Identify and evaluate at least 4 e-commerce merchant software

4.1. Identify merchant software solutions and discuss their importance in

general.
Merchant Software is lossless data compression software that is offered for sale,
sold, or otherwise transferred as a standalone product to entities other than
Motorola and Stac or its subsidiaries (Law Insider, 2022).
According to Sheehan (2022), eCommerce software powers internet stores.
Inventory management, accounting, and email marketing are commonly
included. Shopify, Adobe Commerce, Amazon, and Shift4Shop are good
eCommerce platforms.
Shopify is the best all-in-one eCommerce platform. Shopify goes beyond e-
commerce. They offer best-in-class business tools and eCommerce software.
Shopify is building a business command centre to manage email automation,
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CRM, hosting, abandoned cart recovery, and payment processing for your
online empire.
PHP-savvy firms should use Adobe Commerce. Adobe Commerce is highly
customisable eCommerce software for larger, established organisations with
technical resources to construct and operate an online store.
Amazon is excellent for non-store builders. An Amazon store can complement
existing commerce methods. Amazon helps it gain new customers and brand
exposure. They'll eventually shop directly with people to circumvent Amazon's
fees and restrictions.
Free eCommerce software Shift4Shop is the finest. Shift4Shop provides robust
free shopping cart software for internet sellers. It can rapidly set up business
online purchasing, however, it lacks eCommerce features. It comes with
hundreds of major features and shops templates.
Successful businesses manage complex operations, purchasing and supplier
relationships, inventory control, contract services, product delivery, costs,
labour, and profit margins (Epicor, 2022).
4.2. Critically evaluate at least 4 solutions and select the appropriate one, with
justification, for your chosen business.
After reading all the Aire Logic reviews, I think they provide good strategic
advice on enterprise and solution design, interoperability and healthcare
standards, agile development, and best practices. Their consultants appear to
have substantial leadership expertise in major programmes and a deep
awareness of front-line needs where SaaS digital healthcare products help care
delivery. Aire Logic is a healthcare-focused ICT strategy, software, and product
development business that specialises in national strategic integration solutions.
Based on their expertise in systems integration, system architecture, and the
software development life cycle, they may improve their goods and services.
Christie NHS Foundation Trust contracted Aire Logic to deliver a data-centric
openEHR programme. The £1.6 million deal modernised Christie's EHR using
openEHR standards and harmonised with NHS England's Data Saving Lives
goal. Better's low-code and openEHR data platforms were chosen by Europe's
largest single-site cancer hospital.
Another recommendation can be to modernize and redesign more clinics. The
trust chose best-of-breed Aire Logic for software engineering, devops, and
architecture to deliver various EHR programmes after a thorough procurement

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process. The partnership adds data to Better's low-code platform, improves

order communication, and enhances the user experience.
Christie's technical staff will grow, and digital teams will collaborate with
healthcare experts using a multidisciplinary approach. Christie's acting CIO,
Alistair Reid-Pearson, said upgrading the EHR infrastructure and leveraging
data potential with openEHR is crucial to cancer research. This alliance will
increase the talented in-house software engineering team with industry-leading
skills.
However, a better solution is to add more providers to the openEHR data layer.
Aire Logic director Mike Odling-Smee said they are excited to work with The
Christie on such an exciting digital transformation project, which leverages their
strengths and expertise in EHR development and gives them the chance to work
on a programme that will benefit clinicians and patients on cancer care
pathways (Lydon, 2022).

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Conclusion

In conclusion, Aire Logic's research analysis of digital transformation indicates

a large body of literature that helps comprehend digital transformation's benefits
and problems on numerous levels. The firm's environment is becoming more
complex. Digital technologies enable new collaboration amongst scattered
networks of varied entities by providing greater information, computation,
communication, and connectivity. They also establish dependencies between
actors with differing interests. The organization may innovate and operate better
in this new reality, which impacts individuals, industries, and society. It also
makes the firm's competitive edge more unstable because it controls fewer parts
of its operating environment.
Research can assist us to grasp Aire Logic's strategic ramifications and how
digital technologies are changing firm-environment relations. Beyond these
possibilities, future studies might use this framework as a guide to augment and
investigate specific relationships of the inductive framework to determine when
one organisational design outperforms another or explore under-researched
relationships. This review will aid future research on this important
phenomenon for organisations and society.

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Reference List

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