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Green IT – Moving Beyond the 2% Solution


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Green IT – Moving Beyond the 2% Solution

  1. 1. Green IT – Moving Beyond the 2% Solution David Moschella, r esearch director
  2. 2. 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
  3. 3. 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%
  4. 4. What we “know” so far <ul><li>Electricity is half of US energy -- DOE </li></ul><ul><li>Total US server usage is 1.5% of total US electricity -- Koomey </li></ul><ul><li>US data center, PC and TV energy use are also 1.5% US energy – DOE. </li></ul><ul><li>Desktop mfg energy is greater than usage – Williams, Horvath </li></ul><ul><li>Laptop energy manufacturing is roughly equal to desktop -- Williams </li></ul><ul><li>Laptop energy usage is roughly 1/10 of desktop -- Horvath </li></ul><ul><li>Cell phone energy mfg/usage ratio is 2:1 -- Nokia </li></ul><ul><li>Chinese desktop mfg produces 3X US emissions – Carnegie-Mellon </li></ul><ul><li>US emissions would be 20% more if imports included – Carnegie Mellon </li></ul>Where are the vendors?
  5. 5. Energy in IT production vs in IT usage Energy In Usage Energy in Production Data Centers Servers Desktops Laptops PDAs/iPods Memory sticks
  6. 6. Moore’s Law -- the expanding downside Prod. 1X Usage, 3X Usage 1X Production 2X <ul><li>Long life cycles: </li></ul><ul><li>Heating, cooling, lighting </li></ul><ul><li>Refrigerators, ovens </li></ul><ul><li>Washer, dryers, dishwashers </li></ul><ul><li>Cars, motorcycles, SUVs </li></ul><ul><li>TVs, stereos, phones </li></ul><ul><li>Short life cycles: </li></ul><ul><li>PCs, power supplies, printers </li></ul><ul><li>Cell phones, PDAs, MP3, chargers </li></ul><ul><li>Routers, switches, set top boxes </li></ul><ul><li>Video games, cameras, HD displays </li></ul><ul><li>Disks, CDs/DVDs, memory sticks </li></ul>Energy-intensive mfg, high-toxins, weak recycling Energy requirements -- Typical appliance Energy requirements -- Typical hi-tech product
  7. 7. Strategies for a truly green IT industry <ul><li>Align financial incentives </li></ul><ul><li>Re-engineer data centers </li></ul><ul><li>Fresh air, warmer cooling </li></ul><ul><li>Fewer servers --Virtual, utility </li></ul><ul><li>Laptops, flat panels, thin clients </li></ul><ul><li>Green buying, PC power mgmt, </li></ul><ul><li>Recycling culture and oversight </li></ul>2% Green Hygiene 98% Green Business But behavior is changing slowly, not a top priority <ul><li>Motivated Green team </li></ul><ul><li>Less offices/more e-commerce </li></ul><ul><li>More efficient buildings/products </li></ul><ul><li>Reduced travel, flying </li></ul><ul><li>Improved supply chain/logistics </li></ul><ul><li>Track chemicals, toxins, waste </li></ul><ul><li>Measurement, compliance </li></ul>UK Companies Act (c. 46) &quot;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&quot; by 2012
  8. 8. Greenwashing temptations <ul><li>Put marketing in charge </li></ul><ul><li>Get energy usage & emissions off of your books </li></ul><ul><li>Outsource your data center to another company or country </li></ul><ul><li>Use Web hosting, VPNs, SaaS, leased PCs, copiers, printers </li></ul><ul><li>Become more of a virtual organization </li></ul><ul><li>Source everything from China, and then blame them </li></ul><ul><li>Don’t factor in supply/demand chain unless its helpful </li></ul><ul><li>Promote lots of high profile “offsets” </li></ul><ul><li>Publicize your dramatic carbon footprint “reduction” </li></ul><ul><li>Hope no one asks too many questions </li></ul>
  9. 9. A holistic, life cycle strategy process 1. Reduce Energy Usage 2. Improve Recycling 3. Green The Business 4. Measure & Comply
  10. 10. Key Questions <ul><li>Knowledge </li></ul><ul><li>B ehavior </li></ul><ul><li>Technology </li></ul><ul><li>What energy risks do we face? </li></ul><ul><li>How much energy do we use? Cost? </li></ul><ul><li>Do we have broad business breakdowns ? </li></ul><ul><li>By data center and office equipment? </li></ul><ul><li>What are we doing in DCs, for PCs? </li></ul><ul><li>What is the plan going forward? </li></ul>Current Position 1. Reduce power consumption Key questions: Strategic position: Do we have good data?
  11. 11. Key Questions <ul><li>Knowledge </li></ul><ul><li>B ehavior </li></ul><ul><li>Benchmarks </li></ul><ul><li>Do we have a formal recycling pla n ? </li></ul><ul><li>Who is responsible for it? Globally? </li></ul><ul><li>What products does it cover? </li></ul><ul><li>Are we aware of all major toxins? </li></ul><ul><li>How supportive are our employees? </li></ul><ul><li>How do we evaluate our recycling partners? </li></ul><ul><li>What is our plan going forward ? </li></ul>“ Green IT” Contribution Current Position 2. Improve recycling Strategic position: <ul><li>Recycling % Confirmed </li></ul><ul><li>Checklist : Recycled </li></ul><ul><li>Servers, disks </li></ul><ul><li>Desktops, laptops </li></ul><ul><li>Phones, PDAs </li></ul><ul><li>Network equipment </li></ul><ul><li>Printers, copiers, fax </li></ul><ul><li>Paper/cartridges </li></ul><ul><li>Batteries/chargers </li></ul><ul><li>Industry-specific equip </li></ul><ul><li>Glass, plastic, metals </li></ul><ul><li>Toxins, industrial waste </li></ul>Key questions: ___ %
  12. 12. Key Questions <ul><li>Knowledge </li></ul><ul><li>Priorities </li></ul><ul><li>Technology </li></ul><ul><li>Do we have a holistic strategy? </li></ul><ul><li>Do we have an Green team? </li></ul><ul><li>Are we effectively using IT for: </li></ul><ul><li>- More efficient buildings </li></ul><ul><li>- Reduced office space </li></ul><ul><li>- Reduced business travel </li></ul><ul><li> - Energy-efficient products/services </li></ul><ul><li>- Supply/demand chain efficiencies </li></ul><ul><li>What is our plan going forward? </li></ul>“ Green IT” Contribution Current Position 3. Green the business Strategic Position: Key questions
  13. 13. 4. Measurement, governance & CSR Key questions: Strategic Position: <ul><li>Knowledge </li></ul><ul><li>Priorities </li></ul><ul><li>Effectiveness </li></ul><ul><li>Can we measure our carbon footprint? Globally? </li></ul><ul><li>Are we prepared for emerging global regulations? </li></ul><ul><li>Can we compare our efforts to our competitors? </li></ul><ul><li>Could we withstand an environmental audit? </li></ul><ul><li>Are there risks that we haven’t fully addressed? </li></ul><ul><li>Are we living up to our own company values? </li></ul><ul><li>Are we contributing to our customers & industry? </li></ul>Customers, prospects employees, recruits suppliers, partners investors, regulators Main stakeholders
  14. 14. Thank you!