INNOVATION IN THE DIGITAL ERA

In the 21st century, digital development is a threat to the growth and business model of most service and product providers after a while. Unlimited business managers see them in danger, which is the effect of technology development. Consumer behavior changes are threatening as they want to access everything easily and have more freedom. These behavior changes were collected and measured, and companies like Amazon, Uber, Zipcar, Airbnb, AngelList, and Castlight appeared in this digital era and made life easier for the consumer. According to this digital technology development, they understand that innovation comes first in the market. If one business doesn't bring competitive and valuable advantages, consumers will remove them from the market; Nokia is a good example. In the Digital era, digital innovation is the mother of innovation in the present century, and all businesses follow the rule of digital innovation and innovation models and frameworks. Nowadays, Digital innovation changed people's lives and, on the other hand, made them lazy, while now they can control what they have in-home with one regular phone even when they are not in the home and can buy everything but lay down in bed. Digital Innovation includes computers, TV, applications, cars, etc. For success in digital innovations, most companies try to use open innovation to increase success and profit and decrease cost and risk. At the same time, some of them are scared to enter open innovation projects as they want to remove some other competitors. In open innovation, while two companies compete, they share what is achieved and let consumers choose which product fits their needs