Data Center Optimization –  A Green Path to Efficiency Achieving Measurable Environmental Impact While Managing Data Cente...
Agenda <ul><li>Who Is RampRate </li></ul><ul><li>RampRate’s Commitment to Green Data Centers </li></ul><ul><li>4 Steps Cur...
Who Is RampRate <ul><ul><li>RampRate is a trusted advisor to Business Leaders, CIOs, CTOs, and CFOs  to evaluate, procure,...
Clients Working With RampRate
<ul><ul><li>Made as part of Clinton Global Initiative and The Green Grid </li></ul></ul><ul><ul><li>Reduce Client Investme...
<ul><ul><li>IT hardware efficiency </li></ul></ul><ul><ul><ul><li>Which servers are used?  Are they the right fit for the ...
<ul><ul><li>Fortune 100 global media company </li></ul></ul><ul><ul><ul><li>Benchmark revealed misaligned incentives for i...
<ul><ul><li>Application of Green Grid’s PUE and DCE ratings </li></ul></ul><ul><ul><ul><li>Benchmarking against peers by d...
<ul><ul><li>Optimization of physical layout of facility </li></ul></ul><ul><ul><ul><li>Going beyond the hot-aisle / cold-a...
<ul><ul><li>Data center efficiency / environmental impact audit </li></ul></ul><ul><ul><ul><li>How does DC Firm compare wi...
<ul><li>Contact Information </li></ul>Alex Veytsel Principal Analyst [email_address]   (617) 417-2647 Tony Greenberg Chief...
More on RampRate
Better Decisions Enabled by the SPY Index <ul><ul><ul><li>RampRate’s Historical Data </li></ul></ul></ul><ul><ul><ul><ul><...
RampRate Services <ul><li>Data driven business planning </li></ul><ul><ul><li>Performance benchmark  — top-down audit or b...
Executives & Advisors <ul><li>Tony Greenberg, Chairman / CEO </li></ul><ul><ul><li>SVP Marketing Exodus, VP Marketing Rain...
IT Infrastructure Planning Research <ul><li>End-user primary research studies </li></ul><ul><li>Market ecosystems and dyna...
Cultural Compatibility Assessment
Case Study <ul><ul><li>More than 30 projects worldwide in the first 12 months of relationship </li></ul></ul><ul><ul><ul><...
Case Study <ul><ul><li>Using RampRate since 2001  </li></ul></ul><ul><ul><ul><li>Six distinct areas of procurement – hosti...
Case Study <ul><ul><li>10 Projects in 18 months </li></ul></ul><ul><ul><ul><li>Impact across all divisions, including corp...
Major Banking & Insurance Firm Case Study <ul><ul><li>Client warned by SEC for improper data management </li></ul></ul><ul...
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Ramp Rate Green Data Centers V1.1

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Ramp Rate Green Data Centers V1.1

  1. 1. Data Center Optimization – A Green Path to Efficiency Achieving Measurable Environmental Impact While Managing Data Center Costs Tony Greenberg, CEO June 8, 2007
  2. 2. Agenda <ul><li>Who Is RampRate </li></ul><ul><li>RampRate’s Commitment to Green Data Centers </li></ul><ul><li>4 Steps Currently Being Implemented With Peers </li></ul><ul><li>Case Studies / Success Metrics </li></ul><ul><li>4 Additional Activities Being Developed / Pursued </li></ul><ul><li>Potential Ways of Working Together </li></ul><ul><li>Q&A </li></ul>
  3. 3. Who Is RampRate <ul><ul><li>RampRate is a trusted advisor to Business Leaders, CIOs, CTOs, and CFOs to evaluate, procure, benchmark, and manage outsourced IT services </li></ul></ul><ul><ul><li>RampRate also provides strategic business planning analysis and research for Fortune 2000 companies on digital media, industry and technology trends, and other critical areas of IT </li></ul></ul>
  4. 4. Clients Working With RampRate
  5. 5. <ul><ul><li>Made as part of Clinton Global Initiative and The Green Grid </li></ul></ul><ul><ul><li>Reduce Client Investment in Non-Renewable Energy by $10M in ‘07 </li></ul></ul><ul><ul><ul><li>At current electrical rates, a reduction of ~100 million kilowatt hours </li></ul></ul></ul><ul><ul><ul><li>Translates into: </li></ul></ul></ul><ul><ul><ul><ul><li>152,000,000 pounds of CO2 emissions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>800,000 pounds of SO2 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>490,000 pounds of Nitrogen Oxide </li></ul></ul></ul></ul><ul><ul><li>3 Levels of Client Commitment to Data Center Emissions Reduction </li></ul></ul><ul><ul><ul><li>Efficiency Improvement – green initiatives align with cost reduction </li></ul></ul></ul><ul><ul><ul><li>Tiebreaker – green data centers are given a preference other factors being equal </li></ul></ul></ul><ul><ul><ul><li>Sacrifice – business forgoes benefit or incurs cost to gain environment impact </li></ul></ul></ul><ul><ul><li>RampRate’s Focus: Efficiency Improvements and Tiebreakers </li></ul></ul><ul><ul><ul><li>Vast majority of data center greening can be achieved with neutral or positive impact on the bottom line </li></ul></ul></ul>RampRate’s Green Data Center Commitment France: not just green power, but cheap power
  6. 6. <ul><ul><li>IT hardware efficiency </li></ul></ul><ul><ul><ul><li>Which servers are used? Are they the right fit for the business task? </li></ul></ul></ul><ul><ul><ul><li>Consolidation / upgrades of servers to blades, dual core, DC-powered systems </li></ul></ul></ul><ul><ul><ul><li>Virtualization to reduce power-intensive resource utilization such as CPU and I/O </li></ul></ul></ul><ul><ul><li>Data center infrastructure efficiency </li></ul></ul><ul><ul><ul><li>Is the UPS and HVAC equipment sized right for current / upcoming needs? </li></ul></ul></ul><ul><ul><ul><li>Is Tier 4 (2N+2) redundancy really needed in all the data centers? </li></ul></ul></ul><ul><ul><ul><li>Are business users encouraged to monitor and manage power consumption? </li></ul></ul></ul><ul><ul><li>Geographic efficiency </li></ul></ul><ul><ul><ul><li>Is the data center located in a geography with low HVAC costs and renewable power </li></ul></ul></ul><ul><ul><li>Data center vendor tiebreakers </li></ul></ul><ul><ul><ul><li>Is the vendor on an environmentally friendly grid? </li></ul></ul></ul><ul><ul><ul><li>Does the vendor use geothermal heat exchange or similar for cooling? </li></ul></ul></ul><ul><ul><ul><li>Does the vendor use renewable energy for backup power? </li></ul></ul></ul>4 Current Paths Being Implemented with Peers
  7. 7. <ul><ul><li>Fortune 100 global media company </li></ul></ul><ul><ul><ul><li>Benchmark revealed misaligned incentives for internal customers – power was “free” </li></ul></ul></ul><ul><ul><ul><li>Designed new pricing structure to weight power consumption appropriately </li></ul></ul></ul>Case Studies / Inefficiencies Remedied to Date <ul><ul><li>Major financial services firm </li></ul></ul><ul><ul><ul><li>Challenged universal Tier 4 mandate </li></ul></ul></ul><ul><ul><ul><li>Separation of mission-critical from other hardware to improve efficiency by 10%+ </li></ul></ul></ul><ul><ul><li>Another financial services leader </li></ul></ul><ul><ul><ul><li>Found 0%-20% CPU utilization in distributed computing grid benchmark </li></ul></ul></ul><ul><ul><ul><li>I/O gating factors to be examined to develop remediation plan </li></ul></ul></ul>Source: Rasmussen, Neil. “Electrical Efficiency Modeling of Data Centers .” <ul><ul><li>Buying guidance </li></ul></ul><ul><ul><ul><li>Directed initiatives towards Pacific Northwest (65%+ is hydro) and France (78% nuclear) </li></ul></ul></ul><ul><ul><ul><li>Identified vendors that were best in class in managing power use </li></ul></ul></ul><ul><ul><ul><li>Helped source co-lo using DC power and closely coupled cooling for high-density blades </li></ul></ul></ul>Customer position – efficient but underutilized Typical range of RampRate-sourced co-lo
  8. 8. <ul><ul><li>Application of Green Grid’s PUE and DCE ratings </li></ul></ul><ul><ul><ul><li>Benchmarking against peers by data center tier, configuration, use scenario </li></ul></ul></ul><ul><ul><ul><li>Drill-down and remediation </li></ul></ul></ul>Partnership Strategy for Metrics <ul><ul><li>“ Processor to riverbed” model </li></ul></ul><ul><ul><ul><li>Early stage joint project with top high-tech firm </li></ul></ul></ul><ul><ul><ul><li>Detailed drill-down into environmental impact of each IT decision </li></ul></ul></ul><ul><ul><ul><li>Findings to be validated with broad peer group </li></ul></ul></ul><ul><ul><li>Research for political action groups </li></ul></ul><ul><ul><ul><li>Should governments provide incentives / tax breaks for green IT decisions? If so, how? </li></ul></ul></ul><ul><ul><li>RampRate’s buying ecosystem </li></ul></ul><ul><ul><ul><li>Green fit” rating for SPY Index </li></ul></ul></ul><ul><ul><ul><li>Enforcing pricing models that fight over-provisioning of power as a profit driver </li></ul></ul></ul><ul><ul><li>Continued refinement of Clinton Global Initiative commitments </li></ul></ul>
  9. 9. <ul><ul><li>Optimization of physical layout of facility </li></ul></ul><ul><ul><ul><li>Going beyond the hot-aisle / cold-aisle to model and optimize airflow </li></ul></ul></ul><ul><ul><ul><li>Commitment to closely coupled cooling projects </li></ul></ul></ul>Further Initiatives On Tap <ul><ul><li>Data center infrastructure fit </li></ul></ul><ul><ul><ul><li>UPS: Technology, topology, modularity </li></ul></ul></ul><ul><ul><ul><li>DC power designs for blades, storage, etc. </li></ul></ul></ul><ul><ul><ul><li>Power economization modes </li></ul></ul></ul><ul><ul><li>Server-level optimization </li></ul></ul><ul><ul><ul><li>Server consolidation & virtualization </li></ul></ul></ul><ul><ul><ul><li>Power-down sleep modes vs. grid approach </li></ul></ul></ul>Source: Sawyer, Richard “Making Large UPS Systems More Efficient .” <ul><ul><li>Publicity for vendors and users of green data centers </li></ul></ul><ul><ul><ul><li>White papers, case studies, etc. </li></ul></ul></ul><ul><ul><ul><li>Creation of lists & indices enumerating top leaders </li></ul></ul></ul>Topology optimization: Double conversion vs. Delta conversion
  10. 10. <ul><ul><li>Data center efficiency / environmental impact audit </li></ul></ul><ul><ul><ul><li>How does DC Firm compare with its peers and dedicated ISP facilities </li></ul></ul></ul><ul><ul><ul><li>What are potential paths to improve from within? </li></ul></ul></ul><ul><ul><ul><li>When is an outsourced solution better than self-owned facilities? </li></ul></ul></ul><ul><ul><ul><li>What are the business decisions with greatest environmental impact </li></ul></ul></ul><ul><ul><li>Vetting of existing and prospective 3 rd -party hosting relationships </li></ul></ul><ul><ul><ul><li>Are environmentally friendly vendors utilized? </li></ul></ul></ul><ul><ul><ul><li>Are the locations used optimal for renewable energy / low HVAC impact? </li></ul></ul></ul><ul><ul><ul><li>How to build a balanced scorecard including both green factors and business need? </li></ul></ul></ul><ul><ul><ul><li>If external co-location or disaster recovery is planned, how to buy from the right environmentally conscious vendor at the market rate while hitting deadlines </li></ul></ul></ul><ul><ul><li>Ecosystem research </li></ul></ul><ul><ul><ul><li>There is an ecosystem of green-friendly corporations, entities, initiatives </li></ul></ul></ul><ul><ul><ul><li>Who would make the best partners, preferred vendors, good investments? </li></ul></ul></ul>Working Together with RampRate
  11. 11. <ul><li>Contact Information </li></ul>Alex Veytsel Principal Analyst [email_address] (617) 417-2647 Tony Greenberg Chief Executive Officer [email_address] (310) 985-8669 Michael Hoch Chief Strategy Officer [email_address] (917) 453-8464
  12. 12. More on RampRate
  13. 13. Better Decisions Enabled by the SPY Index <ul><ul><ul><li>RampRate’s Historical Data </li></ul></ul></ul><ul><ul><ul><ul><li>Over 400 multi-quote transactions in 4 years </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Thousand of RFP responses distilled </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ongoing client inputs on actual performance </li></ul></ul></ul></ul><ul><ul><ul><li>Analyst ‘Research-View’ </li></ul></ul></ul><ul><ul><ul><ul><li>Industry trends / best practices vendor ratings </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Inputs from Gartner, Telegeography, Aberdeen, and others </li></ul></ul></ul></ul><ul><ul><ul><li>Vendor Capabilities </li></ul></ul></ul><ul><ul><ul><ul><li>Services data, list prices and actual quotes </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Pre-loaded database of over 300 vendors </li></ul></ul></ul></ul><ul><ul><ul><li>Customer Experience </li></ul></ul></ul><ul><ul><ul><ul><li>Primary research on customer satisfaction </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ongoing end-user interview program </li></ul></ul></ul></ul><ul><ul><ul><li>Cultural Compatibility </li></ul></ul></ul><ul><ul><ul><ul><li>Cultural fit matching of clients and vendors </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Global compatibility and success ratios </li></ul></ul></ul></ul><ul><ul><li>Service Provider Intelligence Index (SPY Index) improves speed, clarity , and quality of decisions. </li></ul></ul>
  14. 14. RampRate Services <ul><li>Data driven business planning </li></ul><ul><ul><li>Performance benchmark — top-down audit or bottom-up validation of current budgets / contracts </li></ul></ul><ul><ul><li>Customizable planning tools – dynamic analysis models and written reports covering: </li></ul></ul><ul><ul><ul><li>Financial planning – revenue, cost, market size, market share, risk quantification </li></ul></ul></ul><ul><ul><ul><li>Growth planning – ecosystem studies of customers, partners, competitors, prospective acquisitions </li></ul></ul></ul><ul><ul><ul><li>Product / service planning – customer satisfaction, feature / function requests </li></ul></ul></ul><ul><ul><li>Concise market intelligence — brief market summaries and consulting sessions for investors </li></ul></ul><ul><li>Accelerated IT services procurement </li></ul><ul><ul><li>Full ecosystem — cost / risk reduction in record time, with minimal internal time spent </li></ul></ul><ul><ul><li>Deal engine — streamline the procurement process and leave clear audit trail for management </li></ul></ul><ul><ul><li>SPY Index review — identify hard-to-find targets and improve due diligence in key service areas </li></ul></ul><ul><li>Continuous deal optimization </li></ul><ul><ul><li>Pre-signing optimization — build a contract for future flexibility and risk mitigation </li></ul></ul><ul><ul><li>Exception-based optimization — use RampRate’s leverage in other transactions and ability to escalate issues to ensure fair dealing on both sides </li></ul></ul><ul><ul><li>Ongoing optimization — pre-agreed arrangements to reset terms based on RampRate benchmarks at regular intervals and continuously monitor service performance </li></ul></ul><ul><li>Ad-hoc consulting </li></ul><ul><ul><li>SWAT team for emergencies — neutral intermediary in disputes; staff augmentation in shortages </li></ul></ul><ul><ul><li>Topic expertise – vertical (rich media / digital content) and technology (co-lo / hosting, CDN, etc.) </li></ul></ul>
  15. 15. Executives & Advisors <ul><li>Tony Greenberg, Chairman / CEO </li></ul><ul><ul><li>SVP Marketing Exodus, VP Marketing Raindance, SVP Marketing/Founder Digital Ent. Network (“DEN”) </li></ul></ul><ul><li>Michael Hoch, Chief Strategy Officer/VP Operations </li></ul><ul><ul><li>Research Director Aberdeen; Program Director Harvard </li></ul></ul><ul><li>Mike Friedlander, VP Biz Dev & General Counsel </li></ul><ul><ul><li>VP Business Development Alinean; COO & Founder MeetingUp; Corporate Litigation and M&A </li></ul></ul><ul><li>Curt Hessler </li></ul><ul><ul><li>Asst Secretary US Treasury; Vice Chair Unisys; Chairman i-Net and Quarterdeck; EVP Times-Mirror; CEO 101 Communications; USC Antitrust Professor </li></ul></ul><ul><li>Peter Hirshberg </li></ul><ul><ul><li>Chairman Technorati; President/CEO Gloss.com; Chairman Interpacket Networks; Founder/CEO Elemental Software; Head Enterprise Marketing Apple; Board Member ICTV, Technorati, and Informative </li></ul></ul><ul><li>Richard Lappenbusch </li></ul><ul><ul><li>Director Strategy Microsoft; Managing Director GTE; Senior Producer MSNBC </li></ul></ul><ul><li>Barry Patmore </li></ul><ul><ul><li>Accenture Managing Partner (35 years); Partner Brentwood Venture Capital; Board Member Children’s Hospital, QAD, and LetsTalk </li></ul></ul><ul><li>Kenneth Venner </li></ul><ul><ul><li>CIO Broadcom; CIO Rockwell Electronic; Senior IT Director Lucent / AT&T Bell Labs </li></ul></ul>Management Team Advisory Board
  16. 16. IT Infrastructure Planning Research <ul><li>End-user primary research studies </li></ul><ul><li>Market ecosystems and dynamics </li></ul><ul><li>IT services operational data for business modeling </li></ul><ul><li>Objective viability analysis </li></ul>
  17. 17. Cultural Compatibility Assessment
  18. 18. Case Study <ul><ul><li>More than 30 projects worldwide in the first 12 months of relationship </li></ul></ul><ul><ul><ul><li>Global sourcing and contract optimization: hosting, bandwidth, CDN, hardware </li></ul></ul></ul><ul><ul><ul><li>RampRate ensured multi-vendor sourcing to protect against single point of failure, give pricing leverage, and an ability to counteract anticompetitive action (e.g. packet prioritization) </li></ul></ul></ul><ul><ul><li>A total savings of more than $11.5M in the first year of services </li></ul></ul><ul><ul><ul><li>70% of projects resulted in cost reduction over previous baseline </li></ul></ul></ul><ul><ul><ul><li>90%+ of financial impact from mid-term renegotiation - contracts with 6-18 months remaining </li></ul></ul></ul><ul><ul><ul><li>Average cost reduction of 20% in hosting; 29% in CDN </li></ul></ul></ul><ul><ul><ul><li>Costs on select services reduced by as much as 74% </li></ul></ul></ul><ul><ul><li>Extremely aggressive timelines; dedication to user experience </li></ul></ul><ul><ul><ul><li>Deployment timelines 50%-70% shorter than typical RampRate client </li></ul></ul></ul><ul><ul><ul><li>RampRate helped optimize for latency, uptime, support of high-density computing </li></ul></ul></ul><ul><ul><li>Other success metrics </li></ul></ul><ul><ul><ul><li>SLA terms increased from 5.8% of best practices to 60.7% with incumbent </li></ul></ul></ul><ul><ul><ul><li>Service credits for exceeding environmental constraints went from 0% to 25% of monthly bill </li></ul></ul></ul><ul><ul><ul><li>200+ pages of detailed documentation for auditability </li></ul></ul></ul><ul><ul><ul><li>Carrier-owned data centers opened up to 3 rd party bandwidth </li></ul></ul></ul>
  19. 19. Case Study <ul><ul><li>Using RampRate since 2001 </li></ul></ul><ul><ul><ul><li>Six distinct areas of procurement – hosting, bandwidth, CDN, hardware, voice, referral service </li></ul></ul></ul><ul><ul><ul><li>7-figure savings, including repeat successes cutting CDN costs </li></ul></ul></ul><ul><ul><ul><li>Investments in innovative technologies made with faster time-to-market and lower risk </li></ul></ul></ul><ul><ul><ul><li>Helped refine contracts and resolve disputes in vendor relationships </li></ul></ul></ul><ul><ul><li>3 Rounds of CDN procurement </li></ul></ul><ul><ul><ul><li>July 2001 – original service procured by RampRate </li></ul></ul></ul><ul><ul><ul><li>September 2003 – new CDN vendor procured by RampRate – savings of 37% </li></ul></ul></ul><ul><ul><ul><li>November 2005 – RampRate cuts CDN costs by 51.7% from the best offer on the table to allow iFilm to keep its preferred provider after the merger </li></ul></ul></ul><ul><ul><li>Other success metrics </li></ul></ul><ul><ul><ul><li>48% reduction in cost for voice / data traffic </li></ul></ul></ul><ul><ul><ul><li>Cut co-location costs by 25% while relocating closer to company HQ </li></ul></ul></ul><ul><ul><ul><li>Vendor assent to 83% of market best practices for CDN contract terms (94% in co-lo) </li></ul></ul></ul><ul><ul><ul><li>Negotiated 6-figure service credit for unforeseen problems </li></ul></ul></ul>
  20. 20. Case Study <ul><ul><li>10 Projects in 18 months </li></ul></ul><ul><ul><ul><li>Impact across all divisions, including corporate, television network / stations, radio, SportsLine </li></ul></ul></ul><ul><ul><ul><li>High visibility, time-critical initiatives such as March Madness, split from Viacom </li></ul></ul></ul><ul><ul><ul><li>Negotiated co-location, bandwidth, CDN, software licensing agreements </li></ul></ul></ul><ul><ul><li>A total savings of more than $3.9M </li></ul></ul><ul><ul><ul><li>Average cost reduction: 27.8% </li></ul></ul></ul><ul><ul><ul><li>Highlights included 50% reduction on CDN contract in one day of negotiations </li></ul></ul></ul><ul><ul><li>Significantly reduced relationship risks </li></ul></ul><ul><ul><ul><li>Each co-location contract had 75%+ of required terms accepted before negotiations started </li></ul></ul></ul><ul><ul><ul><li>Helped resolve several disputes with minimal financial impact and no business interruption </li></ul></ul></ul><ul><ul><li>Other accomplishments </li></ul></ul><ul><ul><ul><li>Developed budget sheets, audit trails, detailed negotiation logs for internal reviews </li></ul></ul></ul><ul><ul><ul><li>Created bandwidth utilization tool for multi-CDN strategy in major streaming events </li></ul></ul></ul><ul><ul><ul><li>Identified 7-figure savings in unapplied vendor credits </li></ul></ul></ul>
  21. 21. Major Banking & Insurance Firm Case Study <ul><ul><li>Client warned by SEC for improper data management </li></ul></ul><ul><ul><ul><li>Engaged major systems integrator to drive disaster recovery strategy </li></ul></ul></ul><ul><ul><ul><li>Hard deadline built in with multi-million dollar sanctions pending </li></ul></ul></ul><ul><ul><ul><li>No exact matches for geography, capacity, and power density found after 3 month search </li></ul></ul></ul><ul><ul><ul><li>Imperfect solutions priced above budget at $120K-$180K / month </li></ul></ul></ul><ul><ul><li>Accelerated sourcing delivers in 3 weeks </li></ul></ul><ul><ul><ul><li>Requirements are established from the ground up in 4 days </li></ul></ul></ul><ul><ul><ul><li>Based on RampRate's SPY Index, 22 vendors were identified that could service the client </li></ul></ul></ul><ul><ul><ul><li>5 days from kick-off, a quote request went out and 3 days after responses are received </li></ul></ul></ul><ul><ul><ul><li>Prices received ranged from $45K to $110K / month </li></ul></ul></ul><ul><ul><ul><li>Several qualified options on the table, including lowest cost alternatives </li></ul></ul></ul><ul><ul><li>Key success metrics </li></ul></ul><ul><ul><ul><li>Client went from no qualified option to 11 options due to data derived from the SPY Index </li></ul></ul></ul><ul><ul><ul><li>Client saved 55% in monthly recurring costs over best available previous option </li></ul></ul></ul><ul><ul><ul><li>By meeting its dates, client avoided over $11 million in SEC penalties. </li></ul></ul></ul>

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