Competitive markets encourage innovations that lead to the rapid evolution of business models. For instance, whereas many IT firms got started in providing customized IT outsourcing services for a variety of B2B and B2C needs, now companies are exploring a range of new Deep Tech applications that push the frontiers of science using Big Data and Artificial Intelligence. The opportunities for new applications of IT are almost limitless. However, these emerging business models also create risks for anti-competitive behavior and abuse of personal data. When governments are better equipped to understand how these markets are evolving, they will be better prepared to respond with specialized policies that contribute to growth, inclusion and sustainability.