“…On the other hand, the fact that, although Apple Co. opens software business models, e-book business models, music business models, among others, through Appstore, ibook, iTunes, Newsboard and so on, they keep sources and core capacities internally, which proves the fact that among R&D capabilities, core capabilities should be stored internally (Chesbrough & Schwartz, 2007;Jobs, 2007). First of all, we need to establish a continuing business model innovation process in firms through open innovation of the business model itself (Mitchell & Coles, 2004;Smith, Binns, & Tushman, 2010). Open business models can be used by companies to create and capture value by systematically collaborating with outside partners (Osterwalder & Pigneur, 2010, p. 109).…”