Energy Efficiency in the Data Center

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Driving Eco-responsibility for the Entertainment
Industry
Rich Lechner Vice President IBM Energy Efficienc
y
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Information technology (IT) accounts for.
Accounts for 2 of worldwide CO2 today
Roughly equivalent to aviation industry
IT energy usage will double next 4 years
Data source Green IT A New Industry Shock Wave,
Gartner Symposium/ITxpo, October 2007,
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Opportunities abound for Green IT
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Business drivers for Green IT
Financial
Operational
Social / Regulatory
Global
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IBMs holistic approach to Green data centers
Virtualization
Facilities
Compute Resources
Diagnose
Responsible Disposal
Active Energy Management
Cooling Innovations
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Green IT can deliver profound results
Up to 40 reduction in power and cooling
Some have achieved 80 reduction in floor
spaceUtilization rates increased 4X
Avoided new construction
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IBM will double compute capacity without
increasing consumption or impact
IBM operates 8M sq. ft of commercial data center
operations largest in the world
Annual savings of 5B KWH IBM actions will result
in the avoidance of 2.5M tons of CO2 per year,
which equates to taking 1M cars off the road
One Example 3900 UNIX/x86 servers consolidating
to 33 IBM System z mainframes saving 25M in
energy cost , 450M overall in 5 years
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Use Green as your new business barometer
Financial
Social / Regulatory
Operational
Cost savings from more efficient energy use
ROI on IT more than 3 years old is less than 2
years Every 1 saved on energy, drives another 6
-8 operational savings
More computing performance per kilowatt
Extend the life of IT equipment
Results in a shared, flexible infrastructure

Verifiable energy conservation
Proactively address energy/climate challenges
Improves customers image of your company
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Green IT Roadmap Step 1

• Set substantive goals
• Effective global goals should document integrated
  results from across all aspects of your business

IBM Example Between 1990 and 2006, IBMs global e
nergy conservation actions reduced or avoided CO2
emissions by an amount equal to 44 of our 1990
emissions. New goal announced to extend another
12 by 2012.
1998 Became the first semi-conductor company to
set a numerical target for PFC emissions reduction
58 Reduction
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Green IT Roadmap Step 2
Must be transparent and verified
Market expectation is for progress toward goals
to be open and verified by reputable 3rd party
Not acceptable to just declare your organization
Green
IBM Example Annual corporate environmental report
s released every year since 1990
U.S. Dept. of Energy's Voluntary Greenhouse Gas
Emissions Reporting for 13 years (since
inception) Reported to the Carbon Disclosure Proj
ect for 5 years (since inception)
Independent verified greenhouse gas emissions
through WWF Climate Savers, Center for Energy
Climate Solutions, U.S. EPA Climate Leaders, and
Chicago Climate Exchange Launched industries fir
st Energy Efficiency Certificate (EEC) program
with Neuwing Energy Ventures
17 yrs.
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Green IT Roadmap Step 3
Demonstrate leadership in your industry
Partnerships and collaborations are important if
we want to improve environmental performance of
your supply chain.
IBM Example First in our industry to establish nu
meric goal for reducing PFC emissions
Charter memberships in World Wildlife Fund's
Climate Savers program, World Resources
Institute's Green Power Market Development Group,
U.S. EPA Climate Leaders and Chicago Climate
Exchange Executive member of U.S. EPAs SmartWay
Transport Partnership and Green Grid Consortium
1st
Green Power Purchaser Award 2006
Charter member of U.S. EPAs ENERGY STAR
Computers Program 1996
Business Environmental Leadership Council
USEPA Climate Protection Award 1998 and 2006
FORTUNE 500 Top 20 2004, 2005, 2006
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What about the other 98?
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Big Green innovations
Intelligent Utility Networks IBM and CenterPoint
Energy are engaged in a strategic effort to
develop and deploy Intelligent Utility Network
(IUN) solutions Transport Systems Integrated Mas
s Transit Info systems for congestion pricing
Environmental Research Advanced Water Management
Carbon Management Alternate Energies Weather
Modeling
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What does this mean to media and entertainment?
Financial
Operational
Social / Regulatory
Global
Financial Benefit f (cost savings) f
(manageability) f (flexibility) f
(incentives)
Non-Financial Benefit f (Operational) f
(Social) f (Global)
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In the final analysisits only our planet
Get smarter about your present environment
Find out your total energy cost
Understand how you compare to other media and
entertainment companies Make efficient use of
technology Develop target and measure savings on
energy cost Track progress against goals set L
ead by example IT organizations needs to fully un
derstand the impact of energy consumption
Show leadership on the environment and your own
corporate public image
ibm.com/systems/greendatacenter
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