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It's Not Easy Being Green

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Web based Energy Management System (EMS) Tools ... Make environmentally-based decisions ... EPA ENERGY STAR data center webpage: www.energystar.gov/datacenters ... – PowerPoint PPT presentation

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Title: It's Not Easy Being Green


1
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
2
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

3
Three Opportunities to Build Competitive Advantage
  • The greening of IT
  • Energy Information Management
  • New Revenues

4
Converging FactorsPushing the Green Wave
  • Global climate change
  • Impending regulations
  • Green building regulations
  • New opportunities for greater profits

5
Scientists, economists and policy makers are
calling for emissions reduction of at least 20
below 1990 levels in 2020.
6
  • 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

7
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8
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
9
GE Ecomagination
10
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

11
Opportunity 1Greening IT
  • Green computing The study and practice of using
    computing resources efficiently.

12
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
13
Data Center Energy Consumption
Source EPA Report to Congress on Server and Data
Center Energy Efficiency, August 2, 2007
14
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

15
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

16
  • The memory/storage stack is the largest
    opportunity to reduce power consumption.
  • Winfried Wilcke
  • Program Director
  • IBM Research

17
Competitive Advantage Over Time
Regulations
Increasing
Consumers
2014
2005
RegulatoryMandates
Time
Source Deloitte Consulting
18
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
19
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

20
Conclusions
  • Ride the
  • Green Wave!
  • 3 Opportunities to Build Competitive Advantage
  • Greening of IT
  • Energy Information Management
  • New Revenues

21
Next Steps
  • What will you do next?

22
Questionsand Discussion
23
It's Not Easy Being Green !
Cathy Moran CleanTech Future Group (760)
230-6084 cathymoran_at_fastmail.fm
24
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

25
Backup Content
26
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
27
Traditional Process vs. Virtualization
Source VMware
28
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.

29
Green House Gases (GHG)
  • CO2 Carbon Dioxide
  • CH4 Methane
  • N2O Nitrous Oxide
  • HFCs Hydroflourocarbons
  • PRCs Perflourocarbons
  • SF6 Sulfur Hexafluoride

2 of GHG emissions
30
GHG by Gas
Source Energy Information Administration
31
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