The State of Green IT
Chris Mines, Forrester Research, Inc.
Full Webinar with Audio at:
BDNA.com/gw
1 Confidential & Proprietary

Leading companies are (still) going green…
Tesco Chief: “We Must Go Green”
Slashes CO2 Emissions
Japanese Steel Makers to
Eco-magination Revenue Hit $17 Billion Cut GHG Emissions by 30%
In 2008
Anheuser-Busch To Pour 5
Billion Green Beers In 2009
Announces Global Responsible Sourcing
Initiative at China Summit
Electrolux Will Slash Energy Abbott Cuts CO2 Emissions
Use a Further 15% by 2012 and Water Use by 15% in 2008
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What do these corporate green
initiatives have to do with IT?
Everything.
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The state of green IT adoption, mid-2009
• Green concerns of IT organizations not going away, but bumped
down on the priority list
– Capital-intensive refresh or new-build projects in particular have
slowed.
– But, some companies accelerating their sustainability efforts.
• Cost-reduction the overwhelming motivation for pursuing green IT
initiatives.
– Risk mitigation and growth/differentiation will reemerge post-
recession.
• IT buyers making green procurement criteria more rigorous.
• IT organizations tackling the “other 90%” by enabling green
business processes beyond the IT infrastructure & operations.
– Energy & environmental management (EEM) software systems
developing a new layer of corporate asset control.
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Recession causing some to slow down, others to
speed up green IT efforts
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Cost reduction the overwhelming motivator for green IT
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Motivations vary by region
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Environmental concerns now embedded into IT
planning
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Flattening in adoption of green IT action plans
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Environmental criteria routinely incorporated into IT
purchasing decisions
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Flattening in green IT services engagements
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Data center energy efficiency pretty well along
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Likewise, distributed IT efficiency broadly implemented
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So…where do you start?
STRATEGIES… TACTICS…
• Align eco with eco • Set your baselines
– Energy consumption, asset
– Build organizational inventories, …
alignment for improving
• Start at the top of the IT stack, not
environmental and cost
the bottom
outcomes
– App portfolio rationalization
• Think process & people, not creates hardware consolidation
just technology • Be aggressive about storage
– Focus on assessment, – Virtualization, de-duping, tiering
procurement, and • Get beyond the data center
employee engagement – PC power management
• Position IT as an enabler for – Printer fleet consolidation
green enterprise initiatives • Build green metrics into business
KPIs and performance plans
– Build on IT’s expertise and
14 infrastructure
Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Summary
• Green activities of IT organizations are past the
point of no-return.
– But bumped down on the priority list for many
companies.
• Cost-reduction the overwhelming motivation for
pursuing green IT initiatives.
• IT vendors seeing green decision criteria as a fact
of life in customer RFPs.
• Enterprises must choose from a broad portfolio of
strategies and tactics to start or accelerate their
green IT programs.
15 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

For More Information
Matt Lefer, Tel: +1-650-641-6017 Email: mlefer@bdna.com
Email: Marketing@bdna.com
Full Webinar with Audio at:
BDNA.com/gw