Green IT – Moving Beyond the 2% Solution
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Green IT – Moving Beyond the 2% Solution

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Green IT – Moving Beyond the 2% Solution Green IT – Moving Beyond the 2% Solution Presentation Transcript

  • Green IT – Moving Beyond the 2% Solution David Moschella, r esearch director
  • An unpredictable climate change climate Scientific Political Economic Security Business - VCs - Biomass - Ethanol - Solar - Wind, tidal - Batteries - Fuel cells - Hydrogen - Nanotech - New products - Smart grids - Cap & trade - Costs - Offsets - Subsidies - Brands - CSR
  • Green IT – Seeing the whole picture Buildings Transportation Products/machines Industry Real-time 31% 27% 20% 16% Measurement Electricity E missions Recycling Chemicals Water IT Production ~ 4% IT Usage ~ 2% IT Application >90%
  • What we “know” so far
    • Electricity is half of US energy -- DOE
    • Total US server usage is 1.5% of total US electricity -- Koomey
    • US data center, PC and TV energy use are also 1.5% US energy – DOE.
    • Desktop mfg energy is greater than usage – Williams, Horvath
    • Laptop energy manufacturing is roughly equal to desktop -- Williams
    • Laptop energy usage is roughly 1/10 of desktop -- Horvath
    • Cell phone energy mfg/usage ratio is 2:1 -- Nokia
    • Chinese desktop mfg produces 3X US emissions – Carnegie-Mellon
    • US emissions would be 20% more if imports included – Carnegie Mellon
    Where are the vendors?
  • Energy in IT production vs in IT usage Energy In Usage Energy in Production Data Centers Servers Desktops Laptops PDAs/iPods Memory sticks
  • Moore’s Law -- the expanding downside Prod. 1X Usage, 3X Usage 1X Production 2X
    • Long life cycles:
    • Heating, cooling, lighting
    • Refrigerators, ovens
    • Washer, dryers, dishwashers
    • Cars, motorcycles, SUVs
    • TVs, stereos, phones
    • Short life cycles:
    • PCs, power supplies, printers
    • Cell phones, PDAs, MP3, chargers
    • Routers, switches, set top boxes
    • Video games, cameras, HD displays
    • Disks, CDs/DVDs, memory sticks
    Energy-intensive mfg, high-toxins, weak recycling Energy requirements -- Typical appliance Energy requirements -- Typical hi-tech product
  • Strategies for a truly green IT industry
    • Align financial incentives
    • Re-engineer data centers
    • Fresh air, warmer cooling
    • Fewer servers --Virtual, utility
    • Laptops, flat panels, thin clients
    • Green buying, PC power mgmt,
    • Recycling culture and oversight
    2% Green Hygiene 98% Green Business But behavior is changing slowly, not a top priority
    • Motivated Green team
    • Less offices/more e-commerce
    • More efficient buildings/products
    • Reduced travel, flying
    • Improved supply chain/logistics
    • Track chemicals, toxins, waste
    • Measurement, compliance
    UK Companies Act (c. 46) "requiring the directors’ report of a company to contain such information as may be specified in the regulations about emissions of greenhouse gases from activities for which the company is responsible" by 2012
  • Greenwashing temptations
    • Put marketing in charge
    • Get energy usage & emissions off of your books
    • Outsource your data center to another company or country
    • Use Web hosting, VPNs, SaaS, leased PCs, copiers, printers
    • Become more of a virtual organization
    • Source everything from China, and then blame them
    • Don’t factor in supply/demand chain unless its helpful
    • Promote lots of high profile “offsets”
    • Publicize your dramatic carbon footprint “reduction”
    • Hope no one asks too many questions
  • A holistic, life cycle strategy process 1. Reduce Energy Usage 2. Improve Recycling 3. Green The Business 4. Measure & Comply
  • Key Questions
    • Knowledge
    • B ehavior
    • Technology
    • What energy risks do we face?
    • How much energy do we use? Cost?
    • Do we have broad business breakdowns ?
    • By data center and office equipment?
    • What are we doing in DCs, for PCs?
    • What is the plan going forward?
    Current Position 1. Reduce power consumption Key questions: Strategic position: Do we have good data?
  • Key Questions
    • Knowledge
    • B ehavior
    • Benchmarks
    • Do we have a formal recycling pla n ?
    • Who is responsible for it? Globally?
    • What products does it cover?
    • Are we aware of all major toxins?
    • How supportive are our employees?
    • How do we evaluate our recycling partners?
    • What is our plan going forward ?
    “ Green IT” Contribution Current Position 2. Improve recycling Strategic position:
    • Recycling % Confirmed
    • Checklist : Recycled
    • Servers, disks
    • Desktops, laptops
    • Phones, PDAs
    • Network equipment
    • Printers, copiers, fax
    • Paper/cartridges
    • Batteries/chargers
    • Industry-specific equip
    • Glass, plastic, metals
    • Toxins, industrial waste
    Key questions: ___ %
  • Key Questions
    • Knowledge
    • Priorities
    • Technology
    • Do we have a holistic strategy?
    • Do we have an Green team?
    • Are we effectively using IT for:
    • - More efficient buildings
    • - Reduced office space
    • - Reduced business travel
    • - Energy-efficient products/services
    • - Supply/demand chain efficiencies
    • What is our plan going forward?
    “ Green IT” Contribution Current Position 3. Green the business Strategic Position: Key questions
  • 4. Measurement, governance & CSR Key questions: Strategic Position:
    • Knowledge
    • Priorities
    • Effectiveness
    • Can we measure our carbon footprint? Globally?
    • Are we prepared for emerging global regulations?
    • Can we compare our efforts to our competitors?
    • Could we withstand an environmental audit?
    • Are there risks that we haven’t fully addressed?
    • Are we living up to our own company values?
    • Are we contributing to our customers & industry?
    Customers, prospects employees, recruits suppliers, partners investors, regulators Main stakeholders
  • Thank you!