To find tools and methods to research how value creation can be done using smart data and what kind o business models shall be used for implementation these new models into digital business. We propose an approach to analyse the current situation with using intellectual capital in digital innovation companies. This methodology puts in evidence several examples of successful profiting from using of intellectual capital in the frame of current digital economics. The business models of pre-digital companies, based on promoting products, have also evolved. Their offer has gradually shifted towards services, to such an extent that what they are selling is not so much the product as the functions it serves. Value creation in digital innovation companies can be viewed as a system of three interacting components. First, the domain choice, selecting where to compete. Second, the resource base in terms of individual and collective knowledge. These two components provide input in terms of the demand of customers and the capabilities in the resource base of the company, to the third component: the product or service delivery process (PSDP). The content of the PSDPs can vary according to the needs of the customer. The outcomes of the application can be used in business environment for the new innovative companies working in digital business (IT- technologies, Big Data applications etc)