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VISIT2008 Green IT
 

VISIT2008 Green IT

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    VISIT2008 Green IT VISIT2008 Green IT Presentation Transcript

    • The Case for Green IT – how to be a greener company Dr. Bernd Kosch, Vice President Alliances
    • Environmental aspects of IT IT reduces the environmental burden in other sectors (e.g.: buildings, transportation, manufacturing, power) “Greenhouse gas emissions associated with making and powering the world’s computers and telecom networks are growing fast… The good news is that information and communications technologies can reduce far more emissions than they generate.” (McKinsey, October 2008) Due to its rapid growth, the share of the IT sector in environmental problems continues to rise fast As a consequence, the challenge is to intensify IT usage while adopting environmentally cleaner IT concepts 2 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Agenda 1. Faces and stakeholders of Green IT 2. Energy cost drives a Green IT business case 3. Conclusions and perspectives 3 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Agenda 1. Faces and stakeholders of Green IT 2. Energy cost drives a Green IT business case 3. Conclusions and perspectives 4 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Faces of Green IT Environmental impact of HW-products and production processes Materials, product life-span, recycling Lifecycle energy consumption (production – use phase – recycling) Procurement and usage scenarios of IT (HW, SW, services) Investment policies derived from business ethics and strategies for long- term profitability IT usage scenarios and corporate IT-architecture derived from holistic cost control and carbon footprint minimization 5 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Stakeholders in Green IT (1/2) IT users CSR / “good citizen” code of conduct calls for the adoption of clean IT and contributions to sustainability (generates brand value) Energy cost has become a major cost component, particularly for servers and storage systems (generates direct cost advantage) IT vendors (HW, SW, services) Green IT can create new markets and new opportunities for differentiation - in areas where customers perceive benefit Enabling customers to adopt Green IT can improve image and positive awareness IT vendors are also IT users and can be role models regarding the criteria listed above 6 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Stakeholders in Green IT (2/2) Government / NGOs / Consortia Can support market dynamics through standards, metrics and labeling schemes that improve transparency Can issue and promote regulations / recommendations for markets with failing business incentives to support society goals (laws and public pressure) Prominent examples are U.S. EPA (Energy Star Program) Greenpeace The Green Grid (TGG), Climate Savers Computing Initiative (CSCI), System Performance Evaluation Corporation (SPEC) 7 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Report to Congress on Server and Data Center Energy Efficiency Public Law 109-431 U.S. Environmental Protection Agency, ENERGY STAR Program - August 2, 2007 8 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • The Green Grid Mission: Data Center Efficiency ● Define models and metrics that are meaningful and user-centric ● Develop standards, measurement methods, best practices and technologies to improve performance against these metrics ● Promote the adoption of energy efficient standards, processes, measurements and technologies 9 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • What we hope to achieve by 2010 • Goal is to improve computing energy efficiency by 50% – Collectively save €3.8 billion in energy costs • Reduce global CO2 emissions from computing platforms by 54 million tons per year – Equivalent to removal of 11 million autos – Or eliminating 20 coal plants from the planet – Or planting ~65,000 km2 (25,000 sq. miles) of trees 10 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • SPECpower_ssj2008 benchmark … is the first industry-standard SPEC benchmark that evaluates the power and performance characteristics of volume server class computers The initial benchmark addresses the performance of server-side Java, and additional workloads are planned 11 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Green IT initiatives by Greenpeace: Vendor rating, product guide and “campaigns“ 5.5 12 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Green IT by Fujitsu Siemens Computers Fujitsu Siemens Computers (and its predecessors) have always been a pioneer and role model of Green IT: Recycling since 1988 Green PC since 1993 Green system board since 2002 Always ahead of environmental regulations Ranked greenest IT vendor by Greenpeace in summer 2008 Active member and supporter of the relevant consortia and institutions Classification of Fujitsu Siemens Computers’ HW products by own labeling scheme starting in November 2008 Holistic Green IT approach since the 90s: development / production / products / reuse & recycling / own operations 13 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Fujitsu Siemens Computers Green Label 3 levels (*, **, ***) Mandatory and optional properties in the categories Materials Recycling Power Consumption Environmental label certifications Labeling of LIFEBOOK, ESPRIMO, AMILO, CELSIUS and FUTRO starting in November 2008, criteria for servers and storage to follow Provides transparency and guidance for customers, and a company internal benchmark Reflects discussions with Green IT stakeholders and provides the appropriate balance of ambition and feasibility 14 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Agenda 1. Faces and stakeholders of Green IT 2. Energy cost drives a Green IT business case 3. Conclusions and perspectives 15 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Power is a significant cost component of IT (1/2) A state-of the-art dual-CPU IA-server, configured to optimize the results of the SPECpower benchmark, running at 300K ssj_ops, consumes approximately: 250 W 6 kWh in 24h of continuous operation 0,6 € per day at 10 cents/ kWh electricity cost 219 € per year 876 € over a 4-year-life-cycle ~ 2200 € when electricity cost for data center heat removal and power distribution is included (average PUE: 2.5) The typical list price of such a server configuration is in the range of €4000 16 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Power is a significant cost component of IT (2/2) The described scenario constitutes the “laboratory case” for lowest energy cost - installed base equipment is expected to show much higher relative energy cost So far, only single- and dual-CPU IA-sever results have been published for SPECpower, multi-core systems provide superior energy efficiency Obviously, there is a significant business case for many datacenters to generate TCO savings by accelerated platform innovation 17 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Many IT managers are not aware of energy cost *) In many companies IT- and facility-costs are not consolidated IT managers are often not aware of the direct electricity cost of their equipment IT managers are typically not aware of energy cost for cooling and CapEx derived from data center specific facility cost As a result, incomplete cost-optimization leads to mis-allocation of resources and energy waste in many data centers *) Fujitsu Siemens Computers conducted a survey of 100 mid-size datacenters in Germany which clearly indicated this finding. It was confirmed by all analysts with whom we discussed the Green IT topic. 18 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Energy cost can drive a huge business case A clear WIN-WIN between vendors and users of IT Primarily based on multi-core technology and increased efficiency in other components, new server investment pays off quickly through savings in energy cost Virtualization in consolidated IT infrastructure can significantly increase utilization, reduce the number of active systems and save significant amounts of energy (power and cooling) Energy assessment and consulting constitutes a new IT service offering with immediate return on investment Transparency and customer perception is the issue that industry consortia now address. But progress is still slow 19 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Agenda 1. Faces and stakeholders of Green IT 2. Energy cost drives a Green IT business case 3. Conclusions and perspectives 20 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Conclusions and Perspectives (1/2) Green IT is a comprehensive subject, not just the power and Greenhouse gas issues that dominate the general discussion However, only energy efficiency constitutes a direct and clear business case that offers immediate monetary rewards Metrics to characterize energy efficiency are still in an early phase, particularly for complex usage scenarios. Expert consulting services are required to optimize infrastructures Estimates for saving potentials (at the economy level) provided by the U.S. EPA and other institutions indicate a significant environmental threat – and, at the same time, a big business case for adopters of Green IT the leading impact to be derived from adopting dynamic infra- structure concepts, not just from system level efficiency gains 21 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Conclusions and Perspectives (2/2) All efforts to “save the planet” are required and honorable, but most stakeholders also have near-term targets as well: Vendors see various Green IT business opportunities and realize that growing relevance of CSR makes Green IT a MUST Government institutions are realizing the environmental threat emerging from explosive IT growth, primarily caused by GHG emissions, hazardous substances and electronic waste NGOs are discovering new fields for visible and publicly appreciated disclosure campaigns since regulations are weak Consortia are receiving substantial industry support since they are expected to create user awareness for the saving potential In the long-term, user demand will shape the nature of supply. Helping customers realize benefits that they might enjoy and enable for society as a whole is the mission critical task 22 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Recommendations Get transparency on your own relative spending on IT-related energy vs. depreciation of new servers delivering the performance of your installed equipment – may be a surprise Design your own roadmap on improving energy efficiency, first steps are easy and free, advanced optimization may require qualified services Balance your “new” IT budget with expected savings in energy cost: Price – Performance – Power should be the variables to determine your infrastructure design goal Rely on an infrastructure provider with experience and a track record on the subject of Green IT 23 VISIT 2008 © Fujitsu Siemens Computers 2008 All rights reserved
    • Thank You!