Greg Sivinski discusses important changes in the technology industry over the past 10 years from his perspective at Microsoft. He notes the shift from standalone PCs to competing ecosystems centered around devices, apps, services and access to user data at scale. This has implications for antitrust authorities. Three key issues are balancing IP rights and abuse, privacy/data protection with advertising roles, and the impact of large companies' control over user data, which is a critical input and barrier to entry in many markets. While tools exist to address new conduct, authorities have not fully grasped changes like the effect of Google's search/ad monopolies. Privacy and data are emerging antitrust issues as data affects many technologies and its control can blunt competition.