It's Not Easy Being Green

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It's Not Easy Being Green !
(and lucrative, too)

• Building Competitive Advantage by Turning Green
  to Gold

Cathy Moran CleanTech Future Group (760)
230-6084 cathymoran_at_fastmail.fm
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Session Objective

• Motivate enable you to act on Green Wave
  opportunities
• Non-objectives
• Debate global warming
• Design the optimal green data center
• Argue the status of the polar bear as an
  endangered species

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Three Opportunities to Build Competitive Advantage

• The greening of IT
• Energy Information Management
• New Revenues

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Converging FactorsPushing the Green Wave

• Global climate change
• Impending regulations
• Green building regulations
• New opportunities for greater profits

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Scientists, economists and policy makers are
calling for emissions reduction of at least 20
below 1990 levels in 2020.
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• I would try to take advantage ofand capitalize
  ona green movement, whether I believed in it or
  not. If youre a CEO, you have no option today.
  
• Jack Welch
• April 12, 2007

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Opportunity 3New Revenues

• What are the opportunities associated with
  realizing global emissions reduction goals?
• What products services can you offer to enable
  other industries to become more efficient?
• What is your org doing that could be
  commercialized?

Source International Energy Agency
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GE Ecomagination
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Opportunity 2Energy Information Management

• Energy Information Management
• Real time energy data collection and diagnostics
• Metering
• Web based Energy Management System (EMS) Tools
• Supporting the tracking and reporting of
  environmental performance
• Radical transformation of infrastructure is
  possible only if it is known where inefficiency
  occurs throughout the processes and workflows of
  various sectors in the economy. IT can provide
  the data, which can be used to change behaviors,
  processes, capabilities and systems throughout
  the enterprise

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Opportunity 1Greening IT

• Green computing The study and practice of using
  computing resources efficiently.

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IT swamped by data center energy needs Nearly
half of IT professionals admit that they had run
out of space, power or cooling capacity at their
data centers, according to a recent survey.
April 16, 2008 Techworld
Yahoo Wants First LEED-Gold Data Center In
California May 29, 2008 Environmental Leader
Data Center used to heat swimming pool Here's one
way to use that excess heat from a datacentre -
just send it to your local swimming pool. April
10, 2008 Network World
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Data Center Energy Consumption
Source EPA Report to Congress on Server and Data
Center Energy Efficiency, August 2, 2007
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Green Computing Tactics

• Invest in high-efficiency technologies
• More efficient microprocessors and storage
  technologies
• Workstations that meet EPEAT standard
• LED displays
• Power supply systems
• Virtualization server consolidation
• Cooling redesign and upgrade
• Power management
• Green IT purchasing practices

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Green Computing Tactics

• Dematerialization
• Parallelism
• Materials recycling
• Voice over IP (VoIP)
• Build/renovate to LEED standards
• Make environmentally-based decisions in citing
  new IT facilities

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• The memory/storage stack is the largest
  opportunity to reduce power consumption.
• Winfried Wilcke
• Program Director
• IBM Research

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Competitive Advantage Over Time
Regulations
Increasing
Consumers
2014
2005
RegulatoryMandates
Time
Source Deloitte Consulting
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Challenges

• Lack of information, e.g., IT energy costs
• Lack of attention to initial designing of IT
  systems to be highly efficient
• Metrics Conundrum - MIPS per second?
• MIPS per watt, MFLOPS/W
• Power/performance ratio (New SPEC Power
  Initiative to effectively benchmark for power
  efficiency)
• ISO 14,000 vs. Energy Star
• Securing capital allocations
• IT infrastructure consuming an increasingly large
  percentage of IT budget.
• Super efficient infrastructure will have lower
  capital cost because so much of the power and
  cooling equipment will go away

Get back to spending most of the capital budget
on IT equipment rather than on the stuff to make
it run
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Case Study Adobe Systems

• 1.4M green renovation of San Jose HQ
• 10.5 month payback
• 121 return on investment (ROI)
• saves Adobe 1.2 million annually
• Simplest steps can deliver big results
• 154K for Watt-Stoppers - outlets and power
  strips connected to motion sensors that turn off
  equipment like computer monitors in unoccupied
  rooms Generated a 253 ROI
• 389K in grants and equipment purchase rebates
  from the State of California and PGE for
  energy-conserving technologies installed

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Conclusions

• Ride the
• Green Wave!
• 3 Opportunities to Build Competitive Advantage
• Greening of IT
• Energy Information Management
• New Revenues

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Next Steps

• What will you do next?

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Questionsand Discussion
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It's Not Easy Being Green !
Cathy Moran CleanTech Future Group (760)
230-6084 cathymoran_at_fastmail.fm
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Resources

• The Green Grid - a global consortium dedicated to
  advancing energy efficiency in data centers and
  business computing ecosystems. 
• DOE Save Energy Now data center webpage
  www.eere.energy.gov/datacenters
• EPA ENERGY STAR data center webpage
  www.energystar.gov/datacenters
• Incentives, rebates, efficiency advice
• California Center for Sustainable Energy
• Local utility companies

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Backup Content
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Summary of Assumptions for Analysis of
Alternative Efficiency Scenarios for the Data
Center Subsystem
Note These measures should be considered
illustrative of efficiency opportunities in a
typical data center. Some measures may only be
applicable in new or expansion data centers or
may be infeasible for a given data center because
of local constraints. Selection of efficiency
measures for a particular facility should be
based on a site-specific review.
Source EPA Report to Congress on Server and Data
Center Energy Efficiency, August 2, 2007
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Traditional Process vs. Virtualization
Source VMware
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Coming SoonCarbon Nanotubes

• Prized for their high electrical and thermal
  conductivity, tensile strength, and toughness,
  carbon nanotubes (CNTs) are the building blocks
  of nanotechnology. Companies are working with
  CNTs to enable instant-on computers and to
  replace the memory in devices such as cell
  phones, MP3 players, digital cameras, and PDAs,
  as well as applications in the networking arena.
  The industry as a whole is still deep in its RD
  phase.

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Green House Gases (GHG)

• CO2 Carbon Dioxide
• CH4 Methane
• N2O Nitrous Oxide
• HFCs Hydroflourocarbons
• PRCs Perflourocarbons
• SF6 Sulfur Hexafluoride

2 of GHG emissions
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GHG by Gas
Source Energy Information Administration
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