Green IT: How to Improve Data Center Power Joe ALEXANDER, Director Strategy & Planning

Agenda Full Disclosure What is Green IT? Why Green IT? Tactics? Bull and Green IT Conclusions Sometimes our appetite for electricity exceeds our ability to manage it.

Full Disclosure

What is Green IT?

Why Green IT?

Tactics?

Bull and Green IT

Conclusions

Full Disclosure on Energy I am not a tree-hugger, but I like trees I am not a miser, but I like to save and avoid waste Eco logy Eco nomics

I am not a tree-hugger, but I like trees

I am not a miser, but I like to save and avoid waste

Full Disclosure on Energy Oil industry put food on my table growing up

Oil industry put food on my table growing up

What is Green IT? Summit 2008

What is Green IT/Computing? Adequate level of flexibility aligned on Business Process requirements No common definition “ the holistic approach to environmentally friendly , sustainable governance and management of the organization (business and IT), its processes and projects” - Adjugo (ICT consultancy firm – Brussels) Green computing is the study and practice of using computing resources efficiently (i.e., do things right; avoid waste). Green computing takes into account the triple bottom line of people, planet, and profit. - Wikipedia

No common definition

“ the holistic approach to environmentally friendly , sustainable governance and management of the organization (business and IT), its processes and projects” - Adjugo (ICT consultancy firm – Brussels)

Green computing is the study and practice of using computing resources efficiently (i.e., do things right; avoid waste). Green computing takes into account the triple bottom line of people, planet, and profit. - Wikipedia

Origins 1992 , U.S. EPA (Environmental Protection Agency launched Energy Star Voluntary labeling program Designed to promote and recognize energy-efficiency in monitors , climate control equipment, and other technologies 1992 , Swedish organization TCO Development Launched TCO Certification program to promote low magnetic and electrical emissions on CRT computer displays Later expanded with criteria on energy consumption , ergonomics, and hazardous materials eco-labeling tactic

1992 , U.S. EPA (Environmental Protection Agency launched Energy Star

Voluntary labeling program

Designed to promote and recognize energy-efficiency in monitors , climate control equipment, and other technologies

1992 , Swedish organization TCO Development

Launched TCO Certification program to promote low magnetic and electrical emissions on CRT computer displays

Later expanded with criteria on energy consumption , ergonomics, and hazardous materials

Why the Green IT emphasis NOW ? Summit 2008

The age of the digital society Rapid growth in global IT usage ; therefore, rapid growth in electricity consumption Will those of us that Supply and Manage IT be viewed as Part of the Problem or Part of the Solution ? Environmental awareness Climate change Energy crisis New regulations to reduce carbon footprint Digital Society Economics e-Commerce e-Learning e-Government … @ 2.0 (collaboration) Globalization accelerates business transaction worldwide

THE SCOPE OF GREEN INITIATIVES Waste management Eco-labeling Corporate Social Responsibility Energy management Carbon reduction management Recycle Open source, contribution to communities (with respect to sustainability arguments) Environmental reporting (for themselves and in developing/supporting such systems) “ Green” is a broad subject Often start as Enterprise Initiatives outside the world of IT We have time today to focus on the Data Center effect

Waste management

Eco-labeling

Corporate Social Responsibility

Energy management

Carbon reduction management

Recycle

Open source, contribution to communities (with respect to sustainability arguments)

Environmental reporting (for themselves and in developing/supporting such systems)

Pressures on the Electric Utilities Rising residential demand Rising commercial demand Beware of unintended consequences Government energy consumption policies Rising costs to generate electricity Power grid delivery limitations + NIMBY

U.S. average (all regions, all segments) Source: EIA/DOE: official energy statistics from U.S. Government – April 2008 A growing % of the budget is going to energy

U.S. Total Electricity Consumption increases In the U.S., new Data Centers are often build in Regions with lower cost per watt and likelihood of good long-term supply .

Power cost in Europe for industrial usage Source : Eurostat, January 2007 +30% from 2000 to 2007 (France excepted) Belgium Germany Spain France Italy United Kingdom 83,4 € / MWh 92,7 € / MWh 74,2 € / MWh 54,1 € / MWh 98,3 € / MWh 93,2 € / MWh 2007 :

Total ICT (Information & Communication Technology) Global ICT usage accounts for approximately 2% of all global CO 2 emissions (same as aviation) [source: Gartner] PCs Servers Cooling Fixed and mobile telephony Networks Office telecommunications Printers e-Waste Chemicals and waste from equipment disposal (cadmium, mercury) “ most large enterprise IT organizations spend approximately 5% of their total IT budgets on energy and could rise by 2 to 3 times within five years ” [source: Gartner]

Global ICT usage accounts for approximately 2% of all global CO 2 emissions (same as aviation) [source: Gartner]

PCs

Servers

Cooling

Fixed and mobile telephony

Networks

Office telecommunications

Printers

e-Waste

Chemicals and waste from equipment disposal (cadmium, mercury)

“ most large enterprise IT organizations spend approximately 5% of their total IT budgets on energy and could rise by 2 to 3 times within five years ” [source: Gartner]

Total ICT - Outside the Data Center: 2 x power used by edge of network than center of network. PCs alone are 2 x Data Center (source: Lawrence Livermore) EPA estimates typical 1000- PC environment can save $40,000 annually by activating power management Reduces power use by 400,000 kWh To light 220 homes annually Reduce gas emissions by 300 tons (annual emissions of 50 cars) Green IT includes an Information and Services supply chain that begins with raw materials and ends with the disposal of waste . Includes: People The space they occupy The cars they drive The consumption of energy Generation of greenhouse gases Outside the Data Center is organizationally hard to influence, so start with the Data Center

2 x power used by edge of network than center of network.

PCs alone are 2 x Data Center (source: Lawrence Livermore)

EPA estimates typical 1000- PC environment can save $40,000 annually by activating power management

Reduces power use by 400,000 kWh

To light 220 homes annually

Reduce gas emissions by 300 tons (annual emissions of 50 cars)

Green IT includes an Information and Services supply chain that begins with raw materials and ends with the disposal of waste . Includes:

People

The space they occupy

The cars they drive

The consumption of energy

Generation of greenhouse gases

Outside the Data Center is organizationally hard to influence, so start with the Data Center

Source of Energy Pressures on the Data Center Upgrade limitations in power distribution of racks Proliferation of volume/scale-out servers Data Center space (too little, too much) Hotspot and thermal dissipation issues Aging of Data Center Infrastructure (building, cooling, power distribution) Government energy consumption policies (regulatory req., procurement rules) Concern about power bills Increased awareness Corporate Social Responsibility Commitment

UK: use IT to provide carbon savings 2008 report by UK Department for Communities and Local Government quantified that the potential carbon savings from increasing the usage of online public service delivery (e-Government) were significantly in excess of the negative impact of extra IT server capacity

2008 report by UK Department for Communities and Local Government quantified that the potential carbon savings from increasing the usage of online public service delivery (e-Government) were significantly in excess of the negative impact of extra IT server capacity

Japan

Data Centers: the numbers (source: U.S. EPA August 2007 report to Congress Electricity consumption by U.S. data centers doubled between 2000 and 2006 , 62 billion kWh $4.5 billion 1.5% of total U.S. consumption Could double again by 2011 100 billion kWh $7.4 billion 2.5% of total U.S. consumption “ The digital economy is pervasive,” says Andy Karsner, Assistant U.S. Energy Secretary for energy efficiency. "The demands for computing will grow exponentially , but electric consumption can't grow the same way .".

Electricity consumption by U.S. data centers doubled between 2000 and 2006 ,

62 billion kWh

$4.5 billion

1.5% of total U.S. consumption

Could double again by 2011

100 billion kWh

$7.4 billion

2.5% of total U.S. consumption

“ The digital economy is pervasive,” says Andy Karsner, Assistant U.S. Energy Secretary for energy efficiency. "The demands for computing will grow exponentially , but electric consumption can't grow the same way .".

US Environmental Protection Agency (EPA) Comparison of projected Electricity Use All scenarios 2007-2011 The market will demand the most energy efficient technologies and the state of the art best practices to reduce dramatically the energy consumption

Data Center ENERGY Consumption DC consume can be more than 40 times as energy intensive as conventional office buildings ( Source: Greenberg et al, 2006, US EPA august 2007 report to the congress) Energy consumption in the data center is predominantly from Servers and Cooling. A Gartner poll showed that > 69% of data centers are constrained for power, cooling and space. More efficient servers consume less energy, throw off less heat, requiring less energy for cooling Pacific Gas and Electric (PG&E) offering $1,000 rebates for buying efficient servers that generate less heat. Also incentives for virtualization resulting in fewer physical servers. Electricity consumed in U.S. Data Centers (servers, cooling and auxiliary infrastructures - 2006) ( Source: US EPA august 2007 report) represents 1.5% of National electricity consumption($4.5B) Federal sector: 6 billion kWh ($450M) Projected to increase to 100 billion kWh in 2011 (2.5% of U.S. electricity consumption; $7.4B) Power failures and limits on power availability will interrupt DC operations at more than 90% of all companies over the next 5 years ( Source: AFCOM 2006) Companies are reporting their GREENHOUSE GAS EMISSIONS as part of Corporate responsibility initiatives. Energy-intensive DC can become a significant portion of an organization's energy use and Greenhouse Gas Emissions. ( Source: Raths 2006)

DC consume can be more than 40 times as energy intensive as conventional office buildings ( Source: Greenberg et al, 2006, US EPA august 2007 report to the congress)

Energy consumption in the data center is predominantly from Servers and Cooling.

A Gartner poll showed that > 69% of data centers are constrained for power, cooling and space.

More efficient servers consume less energy, throw off less heat, requiring less energy for cooling

Pacific Gas and Electric (PG&E) offering $1,000 rebates for buying efficient servers that generate less heat. Also incentives for virtualization resulting in fewer physical servers.

Electricity consumed in U.S. Data Centers (servers, cooling and auxiliary infrastructures - 2006) ( Source: US EPA august 2007 report)

represents 1.5% of National electricity consumption($4.5B)

Federal sector: 6 billion kWh ($450M)

Projected to increase to 100 billion kWh in 2011 (2.5% of U.S. electricity consumption; $7.4B)

Power failures and limits on power availability will interrupt DC operations at more than 90% of all companies over the next 5 years ( Source: AFCOM 2006)

Companies are reporting their GREENHOUSE GAS EMISSIONS as part of Corporate responsibility initiatives. Energy-intensive DC can become a significant portion of an organization's energy use and Greenhouse Gas Emissions. ( Source: Raths 2006)

The spiral of Data Center energy crisis Increasing Server power demands For x86, 2000: 100-200W 2006: 300-400W Rack drawing more power : 2000 : 1kW 2006 : 6-8 kW And generating larger heat loads Data Center power and cooling approximately 50 cents is spent on energy for every dollar of computer hardware. expected to increase by 54 per cent to 71 cents over the next four years source: IDC Facility costs have risen from 2% to 5% of IT budgets. Expected to grow to 30% in a few years. source: Uptime Institute Computing Density increases to fill @ 2.0 demands Facility managers try to squeeze more computing power into less space. Rack optimized and blades change the density landscape > 69% of data centers are constrained for power, cooling and space source: Gartner

Increasing Server power demands

For x86, 2000: 100-200W 2006: 300-400W

Rack drawing more power : 2000 : 1kW 2006 : 6-8 kW

And generating larger heat loads

Data Center power and cooling

approximately 50 cents is spent on energy for every dollar of computer hardware.

expected to increase by 54 per cent to 71 cents over the next four years

source: IDC

Facility costs have risen from 2% to 5% of IT budgets. Expected to grow to 30% in a few years. source: Uptime Institute

Computing Density increases to fill @ 2.0 demands

Facility managers try to squeeze more computing power into less space.

Rack optimized and blades change the density landscape

> 69% of data centers are constrained for power, cooling and space source: Gartner

Organizational Challenges The C-level suite may not focus on data center energy efficiency IT typically buys IT equipment while Facilities foots the energy bill Energy may not be included in the TCO IT and Facilities need to work together to collect information IT refresh cycles are 2-5 years with rising power and cooling loads while Facilities are designed for 10-30 years Need to integrate independent monitoring systems (IT, Facilities, Utilities) into actionable knowledge Will increased efficiency accelerate demand ? (Jevons Paradox) Data Center Power Meters M M M M M M M M M M M M M M M M M M M M M M M M M M M M Utility Meter Facility Meters IT Meters M

The C-level suite may not focus on data center energy efficiency

IT typically buys IT equipment while Facilities foots the energy bill

Energy may not be included in the TCO

IT and Facilities need to work together to collect information

IT refresh cycles are 2-5 years with rising power and cooling loads while Facilities are designed for 10-30 years

Need to integrate independent monitoring systems (IT, Facilities, Utilities) into actionable knowledge

Will increased efficiency accelerate demand ? (Jevons Paradox)

Cooling and power delivery exceed 50% of Data Center power consumption Data Center power consumption split Server level consumption split Power delivery 40% 80% 100% Loads Cooling Total baseline Cumulative power Source: Intel Corp. 7.3% Voltage Regulators 20W 5.5% Server fans 15W 7.3% UPS +PDU 20W 18.2% PSU 50W 36.4% Load CPU, Memory, Drives , I/O 100W 25.5% Room cooling system 70W Total 275W 5% 10% 14% 20% 32% 4% 15% 5% 10% 15% 20% 25% 30% 35% Disks Mother- board Memory Peripheral slots CPU Fan PSU losses

Consolidation reduced space and watts but created heat dissipation issue 2002 2007 53 Blade servers 3.7 Tflops performance HPC Clusters of 512 servers Arranged in 25 racks 128 kWh 21 kWh 17% Plus average age of Data centers (source IDC): 23% 5 to 6 years old 21% 9 to 10 years old

Plus average age of Data centers (source IDC):

23% 5 to 6 years old

21% 9 to 10 years old

R&D trends Taking the power-saving features of mobile devices (motivated by batteries) such as phones and laptops and bringing them to more computing platforms . “ Performance per watt” Use more efficient power supplies under actual load conditions Use more efficient processors and memory Software Stack Dashboards Power Management “ Race to Idle” Energy Star rating for servers Chip designers have realized that lowering per-core performance by 20% actually cuts power usage in half, so adding cores can improve chip performance and efficiency

Taking the power-saving features of mobile devices (motivated by batteries) such as phones and laptops and bringing them to more computing platforms .

“ Performance per watt”

Use more efficient power supplies under actual load conditions

Use more efficient processors and memory

Software Stack

Dashboards

Power Management

“ Race to Idle”

Energy Star rating for servers

Chip designers

have realized that lowering per-core performance by 20% actually cuts power usage in half,

so adding cores can improve chip performance and efficiency

Gartner predicts the “Green Wave” just beginning By 2009, more that 1/3 rd of all IT organizations will place environmental concerns within their top six buying criteria By 2010, 3/4 th of companies will use carbon-footprint considerations with their hardware-buying strategy By 2011, large enterprises will develop policies requiring their suppliers to prove their “green credentials”

By 2009, more that 1/3 rd of all IT organizations will place environmental concerns within their top six buying criteria

By 2010, 3/4 th of companies will use carbon-footprint considerations with their hardware-buying strategy

By 2011, large enterprises will develop policies requiring their suppliers to prove their “green credentials”

Tactics? Summit 2008

3 supplier stakeholders in the Data Center Power Distribution product suppliers Cooling product suppliers Whole room vs. close-proximity cooling IT equipment suppliers Energy: the 800 pound gorilla in the room

Power Distribution product suppliers

Cooling product suppliers

Whole room vs. close-proximity cooling

IT equipment suppliers

Trade and Government organizations plus influencers for what is inside the Data Center http://www1.eere.energy.gov/industry/saveenergynow/partnering_data_centers.html “ Save Energy Now” program LEED ®

Green Computing Tactics - “Green is free” You are probably using some of these tactics for other reasons, so get some green credit! Reducing space and business travel requirements through telephony technologies Energy use cost accounting Energy use monitoring Organization & Financial Measure & Optimize Inside the Data Center Outside the Data Center Electronic Waste disposal Thin client solutions Cooling optimization Close-proximity cooling Switching off unused equipment Energy saving modes Decommissioning Equipment Life Cycle management Server consolidation Server virtualization Technology refresh Automation Server, Storage, Network Data deduplication Regulatory compliance Utility rebates and incentives Data Center consolidation CIO accountable for all costs (true TCO model) Energy Czar Reduced usage of copiers, printers and couriers through electronic documents Hoteling, Telecommuting, Teleconferencing/telepresence

Automation

Server, Storage, Network

Hoteling, Telecommuting,

Teleconferencing/telepresence

“ You cannot manage what you cannot measure” Data Center Power Meters Step 1: break out data center utility costs from other corporate facilities Step 2: meter specific equipment M M M M M M M M M M M M M M M M M M M M M M M M M M M M Utility Meter Facility Meters IT Meters M

Energy efficiency metrics Bull is a member DCiE PUE PUE: Power Usage Effectiveness DCiE: Data Center infrastructure Efficiency 1.6 1.8 2.0 3.0 3.5 Most energy efficient Least energy efficient Current energy efficient Objective PUE

Energy efficiency metrics (under development) DCP = Useful Work Resource Consumed

EU references metrics : Green Grid metrics, SPEC Power (ssj2008), Energy Star Program The EU companies and organizations are encouraged to sign the CoC on Data Centers Charter and commit themselves to abide to the principles related to the commitments and Monitoring for Data Centre they own or operate. Bull is a member Code of Conduct for Data Centers To minimize energy consumption of Data Centers , this initiative aims to allow different stakeholders to commit to improve efficiency in the area of their Data Center competence.

Adoption status of Green IT in the Data Center Even with the hype, few IT systems mangers actually have any specific plans in place Key inhibitors for 2008 Funding Operational resources About half of 150 IT managers surveyed have run out of energy resources within the recent past Main driver for Green IT programs is financial Rising energy costs Desire to save energy Energy expenditures have doubled in last 5 years, due to explosion in digital data and more power-hungry storage (source: Stanford University) Source: February 2008 study released April 24: “Lean & Green: Reducing IT Energy Drain for Business Gain”

Even with the hype, few IT systems mangers actually have any specific plans in place

Key inhibitors for 2008

Funding

Operational resources

About half of 150 IT managers surveyed have run out of energy resources within the recent past

Main driver for Green IT programs is financial

Rising energy costs

Desire to save energy

Energy expenditures have doubled in last 5 years, due to explosion in digital data and more power-hungry storage (source: Stanford University)

Two major groups of Servers Servers that operate at very high load conditions almost continuously Typical mainframe style workloads HPC Servers that may be powered on 24x7, but only respond to transactions and other requests as needed ; Small business examples are: e-mail servers Web servers File servers

Servers that operate at very high load conditions almost continuously

Typical mainframe style workloads

HPC

Servers that may be powered on 24x7, but only respond to transactions and other requests as needed ; Small business examples are:

e-mail servers

Web servers

File servers

Data Center green efficiency levers Servers performance increases Multi-core Low voltage processors Flash drive… Liquid cooling racks Power distribution efficiency Direct DC power delivery Power management Alternative energy sources Technologies advancement Virtualization and ultra dense servers Computing capacity increases to fill @2.0 demands Partitioning and micro-partitioning Blades Data Center Engineering M a n a g e m e n t a n d B e s t p r a c t i c e s …. Energy Bill Energy Bill Energy Bill

Multi-core

Low voltage processors

Flash drive…

Liquid cooling racks

Power distribution efficiency

Direct DC power delivery

Power management

Alternative energy sources

Partitioning and micro-partitioning

Blades

5 ways to save server power Identify the culprits Process power saving features Right-size web server farm Power down idle servers Decommission

Identify the culprits

Process power saving features

Right-size web server farm

Power down idle servers

Decommission

Bull and Green IT Summit 2008

Corporate responsibility begins “at home” Among the Top companies to early implement an integrated management system QSE (Quality, Security, Environment) Certification for conformance to ISO 14001 since 2001, the worldwide reference standard for environmental management Complying with European directives RoHS 2002/95/EC and WEEE Rigorous Partnership and purchasing policy requiring certification and conformance with the industry recognized standards End-of life management and recycle practices since several years RoHS : Restriction of use of certain hazardous substances in electronic equipment WEEE : Waste Electrical and Electronic Equipment (DEEE)

Among the Top companies to early implement an integrated management system QSE (Quality, Security, Environment)

Certification for conformance to ISO 14001 since 2001, the worldwide reference standard for environmental management

Complying with European directives RoHS 2002/95/EC and WEEE

Rigorous Partnership and purchasing policy requiring certification and conformance with the industry recognized standards

End-of life management and recycle practices since several years

Bull responsible computing practices Conformance to European RoHS directives since 2006 Bull's recycling procedures reached 50% of the delivered products and 90% of packaging material every year Credible expertise in server virtualization and consolidation To increase computing density while reducing cooling and energy bills Bull products already integrate the most energy efficient technologies POWER 6, Xeon and Itanium Multi-core Liquid-cooling servers is coming Bull's long expertise in Data Center operation Delivering energy efficiency and best practices to customers

Conformance to European RoHS directives since 2006

Bull's recycling procedures reached 50% of the delivered products and 90% of packaging material every year

Credible expertise in server virtualization and consolidation

To increase computing density while reducing cooling and energy bills

Bull products already integrate the most energy efficient technologies

POWER 6, Xeon and Itanium Multi-core

Liquid-cooling servers is coming

Bull's long expertise in Data Center operation

Delivering energy efficiency and best practices to customers

Bull Green IT at a glance Virtualization and consolidation deployment services, managed services (plan, build and upgrade) Data Center Operation, work load mobility and power management Energy efficiency servers and technologies Outstanding performance/watt Upstream diagnose services Measure energy use, Server load profile Detect opportunities for improvements Bio Data Center

Bio Data Center Consolidation & Virtualization Data Center Audit Monitoring Solutions Assessment Consultancy Distributed Architecture Centralization Data center migration services Managed services Optimization services Storage Consolidation Analysis, design, implementation & validation Tiered architecture Back-up and archiving consolidation Server Consolidation & Virtualization Design & sizing Virtualization Application consolidation High availability services Full outsourcing Reduce complexity Reduce footprint Decrease operational & energy costs

Data Center Audit

Monitoring Solutions

Assessment

Consultancy

Data center migration services

Managed services

Optimization services

Analysis, design, implementation & validation

Tiered architecture

Back-up and archiving consolidation

Design & sizing

Virtualization

Application consolidation

High availability

services

Full outsourcing

Bio Data Center Methodologies and technologies Capacity increase thru add. resources Power on demand Server Workload Manager Server Provisioning Capacity increase thru add. server Cluster Workload Manager & for Applications with centralized architecture for Applications with clustered architecture GCOS 7 GCOS 8 Operations Automation Business Continuity Green Efficiency Virtualization & Consolidation Scale up - SMP Scale out – Cluster / Blades Do more Do better

Takeaways Growing % of the budget is going to energy Electrical consumption and cost is growing Global collaboration is growing (Trade & Governments) Green and Profitability are synonymous In 2008, use business terminology to make your point Green IT can be Free “ Not if, but when” you ride the “Green Wave” Bull can help

Growing % of the budget is going to energy

Electrical consumption and cost is growing

Global collaboration is growing (Trade & Governments)

Green and Profitability are synonymous

In 2008, use business terminology to make your point

Green IT can be Free

“ Not if, but when” you ride the “Green Wave”

Bull can help

Summit 2008