Sustainability and the Role of
Information Technology
Rich Lechner
Vice President, IBM Energy & Environment

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The world is hot, flat, and crowded.
Thomas Friedman
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The world is hot, flat, and crowded.
Thomas Friedman
Fortunately, it is also getting smarter.
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INSTRUMENTED
Our world is becoming
We now have the ability to measure, sense and see the exact condition of everything.
INTERCONNECTED
Our world is becoming
People, systems, and objects can communicate and interact with each other in entirely new ways.
INTELLIGENT
Virtually all things, processes and ways of working are becoming
We can respond to changes quickly and accurately, and get better results by predicting and optimizing for future events.
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Instrumented …every location, state, temperature, condition will become a
source of valuable insight
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Instrumented …every location, state, temperature, condition will become a
source of valuable insight
In 2001, there were 60 million
transistors for every human on
the planet… by 2010 there will be
1 billion transistors per human
In 2005 there were 1.3 billion
RFID tags in circulation…… by
2010 there will be 30 billion
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Interconnected …systems working together in new ways
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Interconnected …systems working together in new ways
Worldwide mobile telephone
subscriptions reached 3.3 billion
in 2007
An estimated 2 billion people will
be on the Web by 2011
Daily financial market messages
growing from 5 billion in 2006,
to 130 billion+ per day in 2010
Our personal information
footprints will grow 16 times
between now and 2020
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Intelligent …every insight results in action that creates new value
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Intelligent …every insight results in action that creates new value
We’ve thought about IT as the
world of data centers, software,
PCs, routers, bandwidth.
We’ve thought about
infrastructure as the world of
buildings, factories, hospitals,
roads, pipelines.
Those worlds are converging.
The world can become smarter.
We’re building it with our clients.
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Of all the potential electricity available
in an energy source, only 30 percent
reaches consumers
…an estimated 170 billion kilowatts
are wasted by consumers each year
due to insufficient power usage
information
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Intelligent Utility Network
Efficient energy transmission & distribution networks
reduce outages and improve grid management,
reducing peakload energy requirements on the
power grid by 15% to 50%
IBM and utilities worldwide are proving that
advanced meters (more than 45 million deployed
worldwide) can enable homeowners to reduce
energy costs up to 10%…
…turning ordinary thermostats into day traders for
energy, ensuring the best cost for the customer and
better load balancing for the grid
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Forty-five percent of traffic on the busiest
New York City streets is circling the block
looking for parking
…congested roadways cost $78 billion
annually in the form of 4.2 billion wasted
hours and 2.9 billion gallons of wasted gas
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Intelligent Transportation Systems
In Stockholm, Sweden, a 7 month pilot
on congestion charging saw traffic
entering the city decrease by 25% and
CO2 emissions decrease by 15%...
…and public transportation usage
increased by 40%
Source: www.stockholmsforsoket.se
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In North America, up to 22
percent of total port volume is
empty containers. The Port of
Jersey has 100,000 empty
containers sitting in storage –
worth nearly $200 million.
….U.S. CPG companies and
retailers lose $40 billion
annually due to inefficient
supply chains
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Intelligent Distribution Networks
Chinese shipping and logistics giant
COSCO utilized IBM’s Supply Chain
Network Optimization Workbench
(SNOW) to reduce the number of its
distribution centers from 100 to 40...
…thereby lowering logistics costs by 23%
and reducing CO2 emissions by 15%
while maintaining service levels for
clients and incurring no additional costs.
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In the U.S., a typical carrot has
traveled 1,600 miles, a potato
1,200 miles, a beef roast 600
miles
…grocers and consumers throw
away $48 billion worth of food
every year
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Intelligent Shipping & Tracking Systems
IBM and Matiq developed a first of a
kind tracking solutions for food
safety and traceability
…Tagged over 3 million crates for
tracking. Allows parent company,
Nortura–a cooperative of 31,200
farmers in Norway to improve
delivery locally produced
sustainable meats and eggs
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By 2020 1.3 billion people won’t have
access to safe drinking water…
Industry accounts for about 22% of
freshwater usage today
…the combined direct consumption
of five food and beverage giants in
2007 was enough to serve the daily
basic water needs of everyone on
the planet
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Intelligent and Advanced Water Management
IBM has analyzed the chip making
process in Burlington Vermont using
IBM Green SigmaTM and by modifying
one critical step in the process is
saving 20 million gallons of water,
15,000 gallons of chemicals, and
1,550,000 kilowatts of electricity
annually…
… achieving $3M in annual savings and
increasing manufacturing production
over 30%
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Buildings use 40% of primary energy
consumed globally
…30% of energy consumed by
commercial buildings is wasted
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Intelligent Buildings
Enhancing existing buildings to be more
energy efficient typically reduces total
energy consumption by 20-50%...
…while new “green” buildings have the
IBM Example
potential to reduce energy consumption
by 80% or more.
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Information Technology energy use is
growing 12 times the overall demand.
Data Centers alone consumed 180B
kilowatts in 2007 and will double in
the next 2 to 4 yrs
…while every 100 units of energy
production drives only 3 units of
productive computing on average
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Intelligent IT
IBM clients have seen dramatic results:
average achievable energy savings greater
than 40%; average payback of <2 years in
Data Center Energy Efficiency
assessments; asset utilization rates
increasing 2x-4x; deferral of massive
capital investments in new datacenter
builds…
IBM Example
…and $1 energy savings drives another $6-8
operational savings on average
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Intelligent IT vs. Other Abatement Options
…or you could remove 3,505,401 cars and
light trucks from company fleets.
…or you could plant 502,440,757 tree
20%
efficiency seedlings and grow them for 10 years.
What if all data
improvement
centers were …or you could manage and preserve
could save 36
were more billion kwh or 16,329,325 acres of pine forest per year.
22m tons of
efficient?
CO2 ..or you could recycle 6,597,707 tons of
company waste instead of sending to
landfills.
Data source: http://www.usctcgateway.net/tool/
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Factors and Influencers That Will Demand Our Attention
Laws, Regulation,
Standards
Stakeholder
Pressures
Business
Opportunities
and Challenges
Costs and
Availability
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Intelligent IT Requires a Holistic Approach
People Information Product
Strategy
IT Property Business
operations
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Intelligent IT Requires a Holistic Approach
People Information Product
Strategy
IT Property Business
operations
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Intelligent IT Requires a Holistic Approach
People Information Product
Strategy
IT Property Business
operations
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Designing Energy Efficient Data Center Facilities
IBM Site and Facilities Services

– Significant services deployment capability: over
100’s, 1,000’s, 10,000’s
3,300 resources for server, storage and data
of sq. ft.
center services and beyond
– Designed and built over 30 million square feet of
IBM data center familyTM of solutions
raised floor for clients in 40 countries align your capital and operating costs to
your business and IT needs to allow you
to “pay as you grow” with:
Global experience to provide end-to-end for:

 Scalable modular data center
Data center strategy

 Enterprise modular data center
Data center energy efficiency assessments

 High density zone
Data center design and build

 Portable modular data center
Data center consolidation and relocation

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Taking Advantage of Compute Resource Innovations
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Taking Advantage of Compute Resource Innovations
IBM System IBM System
IBM BladeCenter
IBM POWER
IBM System IBM iDataPlex
z10 EC Storage
Systems
x3950
Up to 93% savings in Uses up to 24% less
IBM Power™ 595 TS7530 Tape
64-core scalability, Cuts energy costs
energy costs and 46% energy than the
uses 91% less energy and SAN Volume
now for x86 large 40% compared to
less space than Sun HP BladeSystem
and 98% less space equivalent compute
Controller and
scale virtualisation
X2100 Single Core c-class
than a 64-core HP power in an
virtual disk. Can
servers 9000 Superdome enterprise rack
cut cost 10X
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Use Extreme Virtualization to Gain Significant Efficiencies
IBM Tivoli Service Management Family
Service Management
Server Storage Network Client
Application
Virtualization Virtualization Virtualization Virtualization
Virtualization
IBM TotalStorage Productivity Center
IBM Systems Director
WebSphere IBM VIA
Virtual Client
Service
SAN Volume Controller Virtual I/O Server Virtual Enterprise Solution
Virtual File BladeCenter Open
Manager Fabric Manager
Tape Virtualization System z
Engine Hypersockets
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Implement Energy Management – Enterprise wide
Tivoli Energy and Asset Management
Data Center Infrastructure Assets Facility Infrastructure Assets
Building Automation Systems
IBM Tivoli Monitoring Facilities Systems
• Servers, Storage, Networks and IBM® Systems
• CRAC, UPS, PDUs Director • Fire
• HVAC
• Wireless Sensors Active Energy Manager • Security
• Power BU
• Desktop (future)
• Lighting
IT Physical and
3rd Party Servers
and Storage
Virtualized
Assets
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Implement Energy Management – Enterprise wide
Tivoli Energy and Asset Management
Data Center Infrastructure Assets Facility Infrastructure Assets
Building Automation Systems
IBM Tivoli Monitoring Facilities Systems
• Servers, Storage, Networks and IBM® Systems
• CRAC, UPS, PDUs Director • Fire
• HVAC
• Wireless Sensors Active Energy Manager • Security
• Power BU
• Desktop (future)
• Lighting
IT Physical and
3rd Party Servers
and Storage
Virtualized
Assets
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Address the Demand Side
Home Energy Driving and Flying
36.2% 44.3%
Food and Diet Recycling and Waste
By 2020 Personal information will grow 16x 15.1%
Growth in Application and Business 4.4%
Between 2000 and 2010 Storage will grow 69x workloads doubles every 2 years.
Stem the growth of data Efficient Applications/Processes Improve Productivity
Data de-duplication
 Application virtualization &
 Online collaboration (IM, Web

Thin provisioning
 consolidation Conference etc) and learning
Compression
 Dynamic workload distribution
 Paper & waste reduction

Policy-driven data retention/

“Green” SOA efficiencies
 Multi-site SW development

migration
coordination
Energy cost allocation & billing

Integrated compliance &

Human task automation

Business process optimization

archiving
Source: The nature conservancy
Source: IDC, 2007
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Remember to use Responsible Disposal
“1 billion computers will potentially be scrapped between now and 2010”
“55% of US-based companies do not have an IT disposal strategy”
IDC, Gartner and the National Safety Council
IBM is leading recycler of IT equipment
Approximately 40,000 units per week

Less than 1% to the landfill

Documented the collection and recovery of over 1.5B

pounds end-of –life waste since 1995
85% of machines returned to IBM remanufacturing

centers are reused or resold
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Stress the Importance of Monitoring & Verification
IBM & Neuwing Energy deliver Industry’s first EEC Program
– Transparent method to quantify, measure, verify, certify
energy efficiency projects
– Available in 34 Countries
– Broad range of qualifying projects:
• Data center design/retrofits
• Server & Storage upgrades
• Virtualization (server, storage, network)
• General office space projects
– Collaborating with Utilities to establish as
vehicle for demand reduction incentives
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Customer Results
“Average achievable energy savings greater than 40%”
“Data Center Energy Efficiency assessment shows average pay back < 2 years”
“Average utilization rates increased 2X to 4X”
“$1 energy savings drives another $6-8 operational savings on average”
Source: Data from subset of IBM engagements with over 3000 clients where savings have been quantified.
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IBM Project Big Green
 42% of IBM’s employees do not regularly come
into an office saving $100M annually in real
estate costs
Last year IBM saved $97M in travel costs by

using online collaboration instead
IBM is doubling the computing capacity of its

IT centers from 2007 to 2010 w/o increasing
energy use
1990-2007, avoided energy-use-CO2

emissions equivalent to 45% of IBM’s 1990
energy use, average saving of $18.2 million
per year in utility cost
Process improvements in the chip making

process in Burlington, VT are saving 20M
gallons of water, 15 thousand gallons of
chemicals and over 1.5M kilowatts of electricity
annually….achieving $3M in annual savings
and increasing manufacturing production over
30%
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See Where You Are and What is Possible
IBM Energy & Environment Benchmark Tool
 See where you are in each area of the Energy & Environment
Compare your green score to others in your industry

Get started: http://green.bathwick.com/ibm_egreen/UK

IBM Virtual Green Data Center in Second Life
See what is possible by touring an energy efficient

data center on line
Get started: http://w.on24.com/clients/IBMGreen

Software Energy & Environment Self-Assessment
 Assess current state of your energy and environment efforts
Recommends next set of steps to take

Get started: http://www.ibm.com/software/green

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IBM Energy & Efficiency Track
Title
E&E track kick-off: Creating an Energy Efficient Dynamic IT Infrastructure
IT Optimization
Tracks: Economy meets Ecology, IBM Software for a Greener World
Service Management – A Natural Fit in Your Green Strategy
Energy & Efficiency

Energy Management and the Green Data Center
Virtualization

Reducing Energy Costs with Power Systems
Business Resiliency

IBM System x Cool Blue Technologies
High Availability, High Efficiency Data Centers with Real-time Infrastructure
 Storage & Information
Infrastructure
Energy-Efficient and Cost-Effective Data Center Solutions from APC and IBM
Energy Efficiency Solutions in IBM & Commercial Environments
Managing System Z

Supporting Your Green IT Initiatives with IBM Information On Demand
360-Degree Visibility for Your Building Automation Systems and Data Center
Breakout Session Approved Energy & Efficiency
Planning for an Energy Efficient Datacenter
Data Centers: From Brown to Green -- Drivers, Approaches, and Financial
Mechanisms
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Green at Pulse
Breakout Sessions Demonstration Meet the Experts
Jim Fletcher 

Rick Skanron
Dedicated Energy and Efficiency Track Green Data Center/
 
Wayne Riley 

John Miller
Monitoring demo – Vik Chandra 

Finding the Value in Green – Addressing Energy Sheri Phillips

Tuesday general session
Chris O'Connor
and Environmental Challenges and Opportunities 
Chris Malloy

Chris Dittmer 

Ian Salvage
Expo Labs Birds of a Feather Sessions
IBM Tivoli Business Service Manager & Using IBM Tivoli Energy Management: Monitoring for
  
Monitoring for Energy Management Monitoring for Energy Effective Management
Management 6.2
IBM Software for a Greener World IT-led Greening: Applying IT to Make
 
the Entire Organization Greener
Expo Theater

– A Measured Approach to Going Green: IBM
Green Sigma Consulting Offering to Help
Clients Reduce Energy and Water Usage
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Ready for Energy & Environment
New!!
Recognizes Business Partner solutions that have

demonstrated measurable energy and environmental
benefits
The recently-announced worldwide program goes live

February 15th
– Business Partners can learn more about the program at the February
18th webcast – register at:
https://events.webdialogs.com/portal/wipevents/
register.php?id=71d258c23e&l=en-US
Clients can look for Partner solutions that have a proven

environmental results – those with the IBM Ready For
Energy & Environment mark
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IBM can help you find the value in green
visit ibm.com/green
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