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  • Environmental impact has captured people’s minds. and it attracts major attention on the market these days. This presents an important and ongoing challenge, since the public and our customers insist upon environmentally conscious behavior. ...including environmentally sustainable production processes and, of course, environmentally sound products. Fujitsu Siemens Computers is closely associated with such products. But it doesn’t end there, since customers are unwilling to pay extra for them. Being up to this reality means we need to bring economy and ecology into harmony. With two directives, the European Union has taken some major steps to reduce the growing quantities of electronic waste… ...of which scrap IT makes up a significant portion. WEEE [DUH-bal-you-EE-EE-EE] governs waste prevention and the treatment of used electrical and electronic devices. The other directive is RoHS [R-O-H-S] , which stands for restriction of the use of certain hazardous substances in electrical and electronic equipment. All of our products have been RoHS-compliant since the middle of 2006, and we are currently setting industry standards in terms of both technology and ecology when it comes to the production of personal computers, workstations and notebooks. Fujitsu Siemens Computers has lowered the amount of water and power used during manufacturing and also cut down on waste during transport. As a result, the company can offer the latest environmentally sound products at prices no higher than similar conventional products. Our new ESPRIMO professional PC, for example, uses significantly less power than comparable systems.Therefore, it even helps the customer reduce costs. Basically, we've managed to achieve a clever balancing act. And this isn’t the first time we’ve been ahead of the game on environmental issues. Far from it, in fact.
  • A pioneer in developing and manufacturing environmentally conscious IT products, Fujitsu Siemens Computers has been working for decades to reduce and eliminate hazardous substances from its products, ...while at the same time establishing sustainable recycling processes. This commitment to the environment has been recognized by prominent environmental protection groups... Such successes are made possible by the integrated approach taken to environmental protection at our company. The pillars of the Fujitsu Siemens Computers environmental management model reflect our belief that the environment needs to be considered throughout the product lifecycle. The environmental concept is geared towards our customers. It’s built on the legal requirements, with the supporting walls being our sense of responsibility and our experience and proficiency with environmental issues. We are already working to minimize the impact on the environment during the development phase. This, in turn, requires our suppliers to be integrated into the approach at an early stage. Although production is perhaps the area most bound by legal obligations, we still strive to go beyond the regulations. Customers are generally not aware that product usage has the biggest environmental impact, particularly energy consumption. Of course, the integrated approach embraces recycling and disposal of old IT, Finally, you make a difference, since every concept is built on employee loyalty.
  • The production process encompasses all the components that make up a complete system. It also includes other factors needed to produce a product, such as electricity, gas, water and, of course, transportation of components. We can save resources during delivery, for example, by reducing packaging quantities and shipping freight by sea rather than air. The previously mentioned environmental guideline helps us find suppliers that share our values when it comes to protecting the environment. The production phase itself is characterized by the Green standard. Here, we benefit from having product development located right next to our production facility in Augsburg. Finally, we also need to consider the environmental impact of the by-products of production. Our ongoing task is to constantly try to reduce the amount of solid refuse, wastewater and air emissions. And we’ve already come a long way in many respects.
  • DeskView Load ® ist eine neue Technologie und ein Prozess der ein Customizing und eine Personalisierung von Client ab Werk ermöglicht. Eine Grundbetankung der Geräte mit Betriebssystem, Treibern und kundenspezifischen Image erfolgt ab Werk, bei Integration ins Kundennetzwerk erfolgt auf Basis des Profils das anwenderindividuelle Laden der Konfiguration. Dadurch wird ein separates Installations- und Konfigurationscenter nicht mehr benötigt. Die FSC eigene Lösung DeskView Load ermöglicht so Zeit-, Qualitäts- und Kostenvorteile bei Rollouts und Installationen. -> Faktoren für die UMWELT nennen – was bietet die Lösung für die Umwelt Folgende Punkte hier und folgende Folien einfließen lassen: Print Lifecycle Management Hilfe bei der Optimierung Ihrer Druckaktivitäten – dadurch Verbesserung der CO 2 -Bilanz Umweltbewusste Installationsservices Optimierung Ihrer IT-Umgebung für die Green IT Weniger Vor-Ort-Einsätze durch innovative Technologien (z.B. Auto Immune Systems) Geringere Kosten und weniger Fahrten = geringerer Kraftstoffverbrauch Optimierung des Ersatzteilbestandes, indem die richtigen Teile immer zur Hand sind Weniger Transporte über lange Strecken = geringerer Kraftstoffverbrauch Service Factory – Online-Behebung Zentrales Know-how, weniger Wiederhol-einsätze, insgesamt weniger Ressourcen
  • Integration of German quality standards for low failure rates Production is certified in accordance to ISO9001 and ISO14001 Advantages of State-of-the-art factory : Extremely short feedback cycles between R&D and assembly Minimum of reaction times to technological changes and new market requirements Solid quality due to high degree of automation, experience and function stability
  • © Fujitsu Siemens Computers 2007 - All rights reserved
  • © Fujitsu Siemens Computers 2007 - All rights reserved
  • © Fujitsu Siemens Computers 2007 - All rights reserved
  • © Fujitsu Siemens Computers 2007 - All rights reserved
  • FibreCAT SX80 with 14 SAS disks needs an additional expansion shelf, thus the W/TB is higher
  • © Fujitsu Siemens Computers 2007 - All rights reserved
  • Optimizing efficiency of existing assets Reconfigure data center equipment Instrument equipment with temperature and power consumption sensors Upgrade power supplies, converters, UPS systems Optimize data center thermals via precision cooling and other techniques Implement server and / or storage virtualization, tiering, and consolidation Implement networked PC power management system Lengthen PC life cycle Revamp architecture and infrastructure Implement thin-client systems in place of desktop PC populations Upgrade older server and storage gear with more energy efficient models Consolidate, relocate, or outsource data center(s).
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    1. 1. Greening - the full lifecycle Going the extra mile Juergen Heidegger Oxford, 19 th March 2008 Low Carbon ICT Conference at Oxford University’s Saїd Business School
    2. 3. The challenge <ul><li>Steadily growing quantities of scrap IT </li></ul><ul><li>EU legislation: WEEE and RoHS </li></ul><ul><li>Energy prices increasing </li></ul><ul><li>Infrastructure costs for powering and cooling data centers are rising faster than the procurement costs for new servers </li></ul><ul><li>Customer expectations: </li></ul><ul><ul><ul><li>Environmentally harmless production </li></ul></ul></ul><ul><ul><ul><li>Environmentally conscious products </li></ul></ul></ul><ul><ul><ul><li>Without additional expense </li></ul></ul></ul>Data Center Energy Efficiency and Productivity, The Uptime Institute, 2007
    3. 4. Integrated approach to environmental protection ISO 14001-certified environmental management system includes all employees and suppliers. Employees Recycling & disposal Product use Legal requirements Competence Responsibility Customer Production Development Supplier
    4. 5. Where we invent and build – Excellent quality made in Europe <ul><ul><li>Europe's most modern manufacturing facilities for PCs and servers </li></ul></ul>components, materials Output Input products <ul><li>Inbound logistics and sourcing </li></ul><ul><li>Reduced packaging </li></ul><ul><li>Sea freight when possible </li></ul><ul><li>Supplier selection, contracts, audits, information, … </li></ul><ul><li>Production </li></ul><ul><li>Saving energy and water </li></ul><ul><li>Reducing hazardous materials, waste, wastewater and emissions </li></ul><ul><li>In-house mainboard development and production </li></ul><ul><li>Lead-free soldering (years before RoHS) </li></ul>Environmentally conscious production and logistics <ul><li>Outbound logistics </li></ul><ul><li>Optimal packaging </li></ul><ul><li>Direct shipments to customers </li></ul><ul><li>Bulk-packaging for large accounts </li></ul><ul><ul><li>Customizing and Manufactured-to-order </li></ul></ul>
    5. 6. Installation “once-for-many “ Build Management OS Module Driver Module Customer Module Onsite Installation Customer LAN Customization Services Client System HDD Customer Applications Operating System Drivers Fujitsu Siemens Computer Factory Distribution
    6. 7. From Engineering to production: just a 3 minute-walk Mass Customization Volume production Server production Systemboard production Warehouse Consignment Stock Product Management R & D Test center
    7. 8. <ul><ul><li>Maximize Battery Life ECO Button </li></ul></ul><ul><ul><ul><li>Avoid unnecessary power consumption with an integrated ECO Button to maximize battery life (LIFEBOOK P7230). </li></ul></ul></ul><ul><ul><li>Power Management Integration </li></ul></ul><ul><ul><ul><li>Reduce energy consumption by ~15 percent with integrated Power Management (LIFEBOOK S6410). </li></ul></ul></ul><ul><ul><li>Display Switched Monitor Outlet </li></ul></ul><ul><ul><ul><li>Display is powered through and switched off by the system unit resulting in reduced energy consumption through the switched monitor outlet (ESPRIMO E5925). </li></ul></ul></ul>Energy-efficient Business Clients Up to 50% CO 2 savings achievable PC running 8 hours / day <ul><li>Green PC: ESPRIMO E5615 </li></ul><ul><li>PM = Power Management </li></ul>Boost Energy Efficiency
    8. 9. <ul><ul><li>Very low energy consumption, in all modes </li></ul></ul><ul><ul><ul><li>80W in active mode, ~27% less* </li></ul></ul></ul><ul><ul><ul><li>50W in idle mode, ~20% less* </li></ul></ul></ul><ul><ul><ul><li>3,5W in energy saving mode </li></ul></ul></ul><ul><ul><li>Halogen free mainboard </li></ul></ul><ul><ul><li>Very low noise emission </li></ul></ul><ul><ul><ul><li>Below 30 db </li></ul></ul></ul><ul><ul><li>Environmentally conscious packaging </li></ul></ul><ul><ul><li>Fully recyclable </li></ul></ul><ul><ul><li>Fujitsu Siemens Computers green power management </li></ul></ul><ul><ul><li>… and Zero Watt standby display </li></ul></ul>Worlds first green PC for consumers * compared to a standard PC SCALEO Li 2405 green edition
    9. 10. Data Center and Infrastructure Complexity <ul><ul><li>Total number of servers installed increased by factor 100 in one decade </li></ul></ul><ul><ul><li>Number of servers/processors per rack increased by factor 10 in ten years </li></ul></ul><ul><ul><li>Power and thermal waste per server increased by factor 5 in ten years </li></ul></ul><ul><ul><li>Future single cabinet is 20 kW = 3 fireplaces </li></ul></ul><ul><ul><li>1m ² of floor space = 20 households in a year </li></ul></ul>Explosion of Servers & Applications Web Architecture More servers More applications More users Client/Server Servers begin to proliferate Mainframe A few big servers
    10. 11. <ul><ul><li>Boost Energy Efficiency in IT Infrastructures </li></ul></ul><ul><ul><ul><li>Increase use of energy efficient components </li></ul></ul></ul><ul><ul><ul><li>Reduce consumption through efficient systems </li></ul></ul></ul><ul><ul><ul><li>Usage of cooling optimized systems </li></ul></ul></ul><ul><ul><li>Optimize Infrastructures </li></ul></ul><ul><ul><ul><li>Consolidation </li></ul></ul></ul><ul><ul><ul><li>Virtualization </li></ul></ul></ul><ul><ul><ul><li>Automation </li></ul></ul></ul><ul><ul><ul><li>Transition from a static to a dynamic IT environment </li></ul></ul></ul><ul><ul><li>Optimize Data Management </li></ul></ul><ul><ul><ul><li>Information Lifecycle Management </li></ul></ul></ul><ul><ul><li>Boost Energy Efficiency in Cooling Infrastructures </li></ul></ul><ul><ul><ul><li>Management of cooling airflow in racks / data centers </li></ul></ul></ul>How to cope with the Green IT challenges?
    11. 12. Power optimized server PRIMERGY RX300 S3 44% Standard system: (SPECint_rate_base 148) E5335 CPU, 8x 1GB RAM, 6x HDD 3,5“ 15K Energy optimized system: (SPECint_rate_base 148) L5335 CPU, 4x 2GB RAM, 6x HDD 2,5“ 10K Distribution of power consumption Using different components results in reduced energy and cooling costs. Increase use of energy efficient components 23% CPU 22% PSU 18% HDD 11% Memory 14% Fan 11% MoBo 33% Energy saved 12% PSU 14% CPU 8% Memory 7% HDD 11% MoBo 14% Fan
    12. 13. TX120 - The most energy efficient server <ul><ul><li>Lowest energy consumption </li></ul></ul><ul><ul><ul><li>163 Watts active power fully equipped </li></ul></ul></ul><ul><ul><ul><li>Latest Dual-Core Intel® Xeon® UP processor 3070/3040 </li></ul></ul></ul><ul><ul><ul><li>Hot-plug 2.5-inch SAS HDD </li></ul></ul></ul><ul><ul><ul><li>Further power reduction possible (Celeron® processor with 35W) </li></ul></ul></ul><ul><ul><li>Lowest noise </li></ul></ul><ul><ul><ul><li>28 decibels (dB) in idle mode </li></ul></ul></ul><ul><ul><ul><li>31 decibels (dB) in operation </li></ul></ul></ul><ul><ul><li>Smallest footprint </li></ul></ul><ul><ul><ul><li>Compact chassis: 99 x 340 x 399 mm (WxHxD) </li></ul></ul></ul><ul><ul><ul><li>Tower server </li></ul></ul></ul><ul><ul><li>A real server </li></ul></ul><ul><ul><ul><li>Raid1 & hot-plug HDD, ECC memory, Server processor, Server Operating System, full Server Management </li></ul></ul></ul>Reduce energy consumption through efficient systems
    13. 14. <ul><ul><li>Boost Energy Efficiency in IT Infrastructures </li></ul></ul><ul><ul><ul><li>Increase use of energy efficient components </li></ul></ul></ul><ul><ul><ul><li>Reduce consumption through efficient systems </li></ul></ul></ul><ul><ul><ul><li>Usage of cooling optimized systems </li></ul></ul></ul><ul><ul><li>Optimize Infrastructures </li></ul></ul><ul><ul><ul><li>Consolidation </li></ul></ul></ul><ul><ul><ul><li>Virtualization </li></ul></ul></ul><ul><ul><ul><li>Automation </li></ul></ul></ul><ul><ul><ul><li>Transition from a static to a dynamic IT environment </li></ul></ul></ul><ul><ul><li>Optimize Data Management </li></ul></ul><ul><ul><ul><li>Information Lifecycle Management </li></ul></ul></ul><ul><ul><li>Boost Energy Efficiency in Cooling Infrastructures </li></ul></ul><ul><ul><ul><li>Management of cooling airflow in racks / data centers </li></ul></ul></ul>How to cope with the Green IT challenges?
    14. 15. A Perfect Combination: Blades & Virtual Machines Gupta Exchange 2003 DHCP W2K App WebEx DB 2 Linux Siebel Web Sphere Oracle Active Directory Web Server NT App Server Lotus Notes Server NT Domain Controller Proxy Server Proxy NT Domain Lotus Notes Active Directory NT App Server Virtualization 0% 50% 100% 100% 50% 0 %
    15. 16. Monitoring and controlling server power <ul><ul><li>ServerView power management </li></ul></ul><ul><ul><li>Power monitoring </li></ul></ul><ul><ul><li>Power control </li></ul></ul><ul><ul><ul><li>On / off </li></ul></ul></ul><ul><ul><ul><li>Restart </li></ul></ul></ul><ul><ul><li>Power consumption control </li></ul></ul><ul><ul><ul><li>Best performance </li></ul></ul></ul><ul><ul><ul><li>Lowest power </li></ul></ul></ul>Automation
    16. 17. Service-oriented Infrastructure – energy efficient consumption Integrated SOA Service Management Service 1 Service 2 Service 3 ISV SOA Platform ISV SOA Platform Service 1 Service 2 Service 3 Service 1 Service 2 Service 3 SOA Service Management Dynamic Resource Management Dynamic Resource Management Dynamic Resource Management Compute Pool Storage Pool Network services Dynamic Data Center Compute Pool Storage Pool Network services Dynamic Data Center Service Level Management Integrated
    17. 18. Flexible Energy Consumption through Dynamic IT Solutions (e.g. FlexFrame for Oracle) <ul><ul><li>All Oracle services are managed by the Control Center </li></ul></ul><ul><ul><li>Servers are only switched on / off due to requirement to avoid energy waste (e.g. idle mode) </li></ul></ul><ul><ul><li>Energy efficient N:1 redundancy concept </li></ul></ul><ul><ul><li>Shared storage systems (higher disk utilization supports energy efficiency) </li></ul></ul>Transition from a static to a dynamic IT environment A service oriented infrastructure significantly reduces energy consumption -70% Energy cost savings “ FlexFrame for Oracle ” (concrete customer scenario)
    18. 19. <ul><ul><li>Boost Energy Efficiency in IT Infrastructures </li></ul></ul><ul><ul><ul><li>Increase use of energy efficient components </li></ul></ul></ul><ul><ul><ul><li>Reduce consumption through efficient systems </li></ul></ul></ul><ul><ul><ul><li>Usage of cooling optimized systems </li></ul></ul></ul><ul><ul><li>Optimize Infrastructures </li></ul></ul><ul><ul><ul><li>Consolidation </li></ul></ul></ul><ul><ul><ul><li>Virtualization </li></ul></ul></ul><ul><ul><ul><li>Automation </li></ul></ul></ul><ul><ul><ul><li>Transition from a static to a dynamic IT environment </li></ul></ul></ul><ul><ul><li>Optimize Data Management </li></ul></ul><ul><ul><ul><li>Information Lifecycle Management </li></ul></ul></ul><ul><ul><li>Boost Energy Efficiency in Cooling Infrastructures </li></ul></ul><ul><ul><ul><li>Management of cooling airflow in racks / data centers </li></ul></ul></ul>How to cope with the Green IT challenges?
    19. 20. Information Lifecycle Management (ILM) <ul><ul><li>Mapping information to storage resources appropriate for its value </li></ul></ul><ul><ul><ul><li>Mission critical data should be stored on the high performance and secure SAS disks </li></ul></ul></ul><ul><ul><ul><li>None critical data can be stored on the cheap and power efficient SATA disks </li></ul></ul></ul><ul><ul><ul><li>Tape is the most energy and cost efficient way to store data </li></ul></ul></ul><ul><ul><li>Systems </li></ul></ul><ul><ul><li>FibreCAT SX - supports power-efficient SATA drives and uses long-lasting capacitor instead of batteries </li></ul></ul><ul><ul><li>CentricStor – Virtual Tape Library </li></ul></ul><ul><ul><ul><li>Dual target approach (disk and/or tape within one system) </li></ul></ul></ul><ul><ul><ul><li>Managed tape storage needs less power than comparable disk solutions </li></ul></ul></ul>Optimize Data Management
    20. 21. Tape consumes less energy than disk 193.464 € 1.250.059 € List price 3.140 € 10,4 square feet 672 TB Tape library (1 LTO tape library, 4 LTO 3 FC tape drives, 683 LTO 3 cartridges) 81.334 € Energy costs 65,3 square feet Floor space 672 TB Capacity Disk storage system (15 disk controllers, 105 expansion units, SATA disks, 9 racks) SATA disk systems have nearly 26 times higher energy costs than tape systems SATA disk system acquisition cost are about 6.5 times the cost of tape systems The cost to power and cooling equipment must be part of the TCO CentricStor makes tape fit for ILM and allows dramatic energy savings
    21. 22. Storage giant from 1971 Werner Girbardt from the Ernst-Moritz-Arndt-University Greifswald, Germany displays an over 30 years old disk from Telefunken. The weight was 10 kg and the storage capacity was 2 MB. Newest disks today offer capacities up to 1 TB. (500.000 times as much)
    22. 23. New technology saves energy 4,2 TB** 14 SAS disks (300 GB) 4,5 TB** 6 SATA disks (750 GB) 4,1 TB* 56 FC disk (73 GB) Capacity 258,42 € 65,56 295 W 01.02.2006 FibreCAT SX80 (SATA) 583,42 € 2.853,13 € Energy costs / year 158,57 795 Watt / TB 666 W 3.257 W Power consumption 01.02.2006 01.3.2002 Announced FibreCAT SX80 (SAS) FibreCAT S80 Save real money by using state of the art storage technology * max capacity **capacity to compare, max capacity 42TB(SATA)/16,8TB(SAS)
    23. 24. <ul><ul><li>Boost Energy Efficiency in IT Infrastructures </li></ul></ul><ul><ul><ul><li>Increase use of energy efficient components </li></ul></ul></ul><ul><ul><ul><li>Reduce consumption through efficient systems </li></ul></ul></ul><ul><ul><ul><li>Usage of cooling optimized systems </li></ul></ul></ul><ul><ul><li>Optimize Infrastructures </li></ul></ul><ul><ul><ul><li>Consolidation </li></ul></ul></ul><ul><ul><ul><li>Virtualization </li></ul></ul></ul><ul><ul><ul><li>Automation </li></ul></ul></ul><ul><ul><ul><li>Transition from a static to a dynamic IT environment </li></ul></ul></ul><ul><ul><li>Optimize Data Management </li></ul></ul><ul><ul><ul><li>Information Lifecycle Management </li></ul></ul></ul><ul><ul><li>Boost Energy Efficiency in Cooling Infrastructures </li></ul></ul><ul><ul><ul><li>Management of cooling airflow in racks / data centers </li></ul></ul></ul>How to cope with the Green IT challenges?
    24. 25. Energy efficient cooling <ul><ul><li>The flexible and future-proven Cool-safe ™ System design </li></ul></ul><ul><ul><ul><li>Separate air tunnels </li></ul></ul></ul><ul><ul><ul><li>Automatic controlled large fans </li></ul></ul></ul><ul><li>PRIMECENTER Liquid Cooling Rack – reliable and energy-efficient water-cooled rack solution for highest cooling requirements </li></ul><ul><li>Optimize cooling infrastructure </li></ul><ul><ul><ul><li>Careful management of the air flow in racks and in the data center </li></ul></ul></ul><ul><ul><ul><li>Constant matching of the cooling system of current operating needs </li></ul></ul></ul><ul><ul><ul><li>Use of low-loss UPS systems </li></ul></ul></ul>
    25. 26. The mistakes people make <ul><ul><li>Not using the On/Off switch </li></ul></ul><ul><ul><li>Not implementing technologies to automate switching off unwanted systems </li></ul></ul><ul><ul><li>Not fully decommissioning old machines </li></ul></ul><ul><ul><li>Having separate development and testing systems </li></ul></ul><ul><ul><li>Underutilisation of systems or full redundancy </li></ul></ul><ul><ul><li>Bad airflow for cooling </li></ul></ul><ul><ul><li>Leaving PC’s on over night “ready for the morning” </li></ul></ul><ul><ul><li>Expanding on-line storage instead of offline backups – Lack of Information Lifecycle management </li></ul></ul>
    26. 27. Cost / Benefit of Green IT Activities 1) Simplify data center cabling Virtualize and consolidate storage Upgrade power supplies Optimize data center cooling Implement PC and server power management Virtualize and consolidate servers Upgrade servers Implement thin-client systems Turn off unused equipment Improve data center airflow Green Contribution Resource intensity Low Low High High 1) Forrester, Creating The Green IT Action Plan, Oct. 2007 Execute quick wins Improve efficiency of existing assets Revamp architecture and infrastructure
    27. 28. Fujitsu Siemens Computers’ environmental pioneering and social commitment has long tradition <ul><ul><li>1988: Taking back old IT equipment </li></ul></ul><ul><ul><li>1992: Guideline set for environmentally conscious design </li></ul></ul><ul><ul><li>1993: First ‘Green PC’ in the market </li></ul></ul><ul><ul><li>1994: First IT manufacturer to receive Blue Angel eco-label </li></ul></ul><ul><ul><li>2002: First ‘green’ mainboard </li></ul></ul><ul><ul><li>2005: Joining the U.N. Global Compact </li></ul></ul><ul><ul><li>2006: PRIMERGY - Intelligent Power Management </li></ul></ul><ul><ul><li>2007: First “Green Server” PRIMERGY TX120 </li></ul></ul><ul><ul><li>2007: Energy Star 4.0 Compliance </li></ul></ul>
    28. 29. “ Greener Computing” <ul><li>Energy efficient IT systems </li></ul><ul><ul><li>Energy efficient IT solutions </li></ul></ul><ul><ul><li>Energy efficient IT infrastructures </li></ul></ul>For a better business For a better planet
    29. 30. Thank you.