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European Entrepreneurship & Innovation (ME421)   Eiríkur S. Hrafnsson
Stanford Engineering School
February 27 2012                                 CEO & Co-founder




                        greenqloud
About me...                                    greenqloud


• 34 years old - married and 3 kids
• 2nd software company
  4th overall (2 incorporated)
• Developer since I was 15
• Singer - classical and jazz
• Engineering drop-out...
• Hardware hacker wannabe
• Twitter: @EirikurH              Why am I always cast as a bad guy?
The Cloud Computing “Stack”                 greenqloud




    Value Adding IaaS Services




                                                Public Cloud Computing
      Scalr, Rightscale, Enstratus...

    SaaS = Software as a Service
DropBox, SalesForce, ZenDesk, Google Apps

    PaaS = Platform as a Service
 Cloud Foundry , Google AppEngine, Azure,

  IaaS = Infrastructure as a Service
   GreenQloud, Amazon AWS, Rackspace
What’s an IaaS cloud?                     greenqloud


•   A metered self-service buffet of:
                                           Public Cloud
    •   Computing power e.g.VM’s
                                           Sharing of IT
    •   Storage                            resources and

    •
                                           best practices
        Bandwidth
    •   Additional services based on        Cloud Types
        shared resources in data centers
                                              Hybrid
•   Pay for what you use
                                             Private
•   Scalable and controllable via API’s
•   Data centers ≠ Cloud                      Public

•   Virtualization ≠ Cloud
2008 Iceland’s economy first to crash   greenqloud
OMX Iceland   greenqloud
2009 We protested   greenqloud
We got a new government and then this happened
                                        greenqloud




...that no one remembers...right? So 2010...
Fun fact...
                         greenqloud


  All active volcanoes
    emit only 0,6%
    of human made
    CO2 emissions




GreenQloud’s DCs
Climate Change                         greenqloud




Worst ever carbon emissions leave climate on the
          brink (Guardian May 2011)
What’s IT got to do with it?                        greenqloud



•   IT is responsible for at least 2% of global
    CO2 emissions (Gartner 2007)                     CO2
                                                   CO2 CO2
•   Clouds drive future need for data centers         CO2
                                                       CO2

    •   Public Clouds are growing 5X faster than
        any other sector of IT (IDC)

    •   World storage 2010 ~1 Zettabyte
        35x more in 2020 (IDC)

•   The rapid growth could double IT
    emissions by 2020 (McKinsey)
“Fun fact”                        greenqloud




•   Every video watched on YouTube causes
    aprox. 0.2g CO2 to be released

•   More than 2 billion videos are played each
    day on YouTube, average 10 seconds long

•   That’s at least 4.000 tons of CO2 a day
    (just for Rebecca Black videos;)
greenqloud




But public compute clouds are
         green, right?
Compute clouds are green, right?                         greenqloud




•   Wrong...

•   Only reduce energy use for existing infrastructure
    migrations and shift the problem to the cloud

•   Virtually all data processing and storage heading for clouds

•   Explosive growth - Users increase the energy need despite
    better efficiency : Jevon’s Paradox.
Compute clouds are green, right?                      greenqloud




•   The average use of renewable energy in clouds and data
    centers is less then 15%

•   Eureka! We need to run public compute clouds on
    renewable energy...but where to get it?
Who needs coalgreenqloud


when you have fire?
greenqloud
Who needs coal                   greenqloud




If we only had a place that’s a network hub to save money...
GreenQloud’s timeline                                 greenqloud



•   Prototype in late 2008 and public demo mid 2009

•   Angel investment and incorporation in Feb 2010

•   3rd place in MIT’s global pitch competition in 2010
•   Top 10 hottest startups in cloud computing ’10 - GigaOm

•   Seed round with Icelandic VC’s in July 2011

•   Paid Beta opens July 2011

•   Awarded “Cool Vendor” in GreenIT - Gartner 2011
•   Second data center location announced in Feb 2012
Greenqloud is truly green®                                 greenqloud


•   Carbon Neutral - 100% powered by renewable
    GeoThermal and Hydro power energy                   7913 tKG
•   Amazon cloud APIs compatible                       CO2 Emission
                                                         avoided
•   Priced to compete - No Green Price Premium         No Tax to Pay

•   Built like a super computer for High
    Performance Computing (HPC) but with the            Cloud Stack
    automation of a cloud
                                                           SaaS
•   Super easy to use!
                                                        PaaS 2012
•   Automatic energy statistics and carbon footprint
    calculated for each client for carbon accounting       IaaS

•   Big IT cost savings by performance, location and    Greenqloud
    technology and potentially best data protection
greenqloud
greenqloud
greenqloud




Carbon savings
GreenQloud’s beta customers                greenqloud


• Customers from 27 countries - most from the US
• Startups!
• SaaS video streaming platforms
• HPC and Big data startups
• University networks
• SMB’s
• Gaming communities
• EU government research agencies
greenqloud




Back to Iceland’s story...

Remember we got a new
    government?
then we rebuilt 2.0 style   greenqloud
First out of the recession!                              greenqloud


•   Being a progressive nation with clean resources helped
•   We let the banks default
•   100% renewable energy grid
•   Sustainable fishing
•   Healthy exports
•   99% literacy and 7 universities
•   93%+ have high speed internet to the home
•   Fun fact 1 : First female president
•   Fun fact 2 : First lesbian prime minister

                       ...and we just found oil fields.
                       Let’s leave’m there for change?
Creative industries are the future of Iceland greenqloud
• 20%+ of Iceland’s exports today and growing
• Post crash there was finally a real startup community:
 • Innovit (@andriheidar is doing his MBA at Stanford)
 • Klak (entrepreneur studies at Reykjavik University)
 • The Innovation house - RU and the University of
    Arts
    RU’s dean is Ari K. Jónsson Stanford Alumni
 • The Federation of Industries startups division
greenqloud



Iceland is now a “startup”
We have the stuff...
greenqloud



Iceland is now a “startup”
We have the stuff...
But we need investors



       ...and more people. I’m working on that
Startup Iceland, 28-30th of May
                                                        greenqloud
       Building Sustainable Startup Ecosystems


International 3 day conference in awesome Reykjavik
• Hackathon competition
• Lectures
• Workshops on Lean startups and business model design
Confirmed speakers include:
• Brad Feld of Foundry Group, Tech Stars
• Fred Wilson of avc.com, Union Square Ventures
• Dr. Ted Zoller, Senior Fellow from the Kauffman Foundation
• Rebeca Hwang, CEO of YouNoodle
• And yours truly!
                              http://signup.startupiceland.com/
greenqloud




Perhaps cloud computing and the
new data center industry will
become Iceland’s biggest export?
greenqloud
The Truly Green Compute Cloud

   http://greenqloud.com
  twitter: @GreenQloud
                       Eiríkur S. Hrafnsson
                       CEO & Co-founder

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Eirikur Hrafnsson - GreenQloud - Iceland - Stanford Engineering - Feb 27 2012

  • 1. European Entrepreneurship & Innovation (ME421) Eiríkur S. Hrafnsson Stanford Engineering School February 27 2012 CEO & Co-founder greenqloud
  • 2. About me... greenqloud • 34 years old - married and 3 kids • 2nd software company 4th overall (2 incorporated) • Developer since I was 15 • Singer - classical and jazz • Engineering drop-out... • Hardware hacker wannabe • Twitter: @EirikurH Why am I always cast as a bad guy?
  • 3. The Cloud Computing “Stack” greenqloud Value Adding IaaS Services Public Cloud Computing Scalr, Rightscale, Enstratus... SaaS = Software as a Service DropBox, SalesForce, ZenDesk, Google Apps PaaS = Platform as a Service Cloud Foundry , Google AppEngine, Azure, IaaS = Infrastructure as a Service GreenQloud, Amazon AWS, Rackspace
  • 4. What’s an IaaS cloud? greenqloud • A metered self-service buffet of: Public Cloud • Computing power e.g.VM’s Sharing of IT • Storage resources and • best practices Bandwidth • Additional services based on Cloud Types shared resources in data centers Hybrid • Pay for what you use Private • Scalable and controllable via API’s • Data centers ≠ Cloud Public • Virtualization ≠ Cloud
  • 5. 2008 Iceland’s economy first to crash greenqloud
  • 6. OMX Iceland greenqloud
  • 7. 2009 We protested greenqloud
  • 8. We got a new government and then this happened greenqloud ...that no one remembers...right? So 2010...
  • 9. Fun fact... greenqloud All active volcanoes emit only 0,6% of human made CO2 emissions GreenQloud’s DCs
  • 10. Climate Change greenqloud Worst ever carbon emissions leave climate on the brink (Guardian May 2011)
  • 11. What’s IT got to do with it? greenqloud • IT is responsible for at least 2% of global CO2 emissions (Gartner 2007) CO2 CO2 CO2 • Clouds drive future need for data centers CO2 CO2 • Public Clouds are growing 5X faster than any other sector of IT (IDC) • World storage 2010 ~1 Zettabyte 35x more in 2020 (IDC) • The rapid growth could double IT emissions by 2020 (McKinsey)
  • 12. “Fun fact” greenqloud • Every video watched on YouTube causes aprox. 0.2g CO2 to be released • More than 2 billion videos are played each day on YouTube, average 10 seconds long • That’s at least 4.000 tons of CO2 a day (just for Rebecca Black videos;)
  • 13. greenqloud But public compute clouds are green, right?
  • 14. Compute clouds are green, right? greenqloud • Wrong... • Only reduce energy use for existing infrastructure migrations and shift the problem to the cloud • Virtually all data processing and storage heading for clouds • Explosive growth - Users increase the energy need despite better efficiency : Jevon’s Paradox.
  • 15. Compute clouds are green, right? greenqloud • The average use of renewable energy in clouds and data centers is less then 15% • Eureka! We need to run public compute clouds on renewable energy...but where to get it?
  • 16. Who needs coalgreenqloud when you have fire?
  • 18. Who needs coal greenqloud If we only had a place that’s a network hub to save money...
  • 19. GreenQloud’s timeline greenqloud • Prototype in late 2008 and public demo mid 2009 • Angel investment and incorporation in Feb 2010 • 3rd place in MIT’s global pitch competition in 2010 • Top 10 hottest startups in cloud computing ’10 - GigaOm • Seed round with Icelandic VC’s in July 2011 • Paid Beta opens July 2011 • Awarded “Cool Vendor” in GreenIT - Gartner 2011 • Second data center location announced in Feb 2012
  • 20. Greenqloud is truly green® greenqloud • Carbon Neutral - 100% powered by renewable GeoThermal and Hydro power energy 7913 tKG • Amazon cloud APIs compatible CO2 Emission avoided • Priced to compete - No Green Price Premium No Tax to Pay • Built like a super computer for High Performance Computing (HPC) but with the Cloud Stack automation of a cloud SaaS • Super easy to use! PaaS 2012 • Automatic energy statistics and carbon footprint calculated for each client for carbon accounting IaaS • Big IT cost savings by performance, location and Greenqloud technology and potentially best data protection
  • 24. GreenQloud’s beta customers greenqloud • Customers from 27 countries - most from the US • Startups! • SaaS video streaming platforms • HPC and Big data startups • University networks • SMB’s • Gaming communities • EU government research agencies
  • 25. greenqloud Back to Iceland’s story... Remember we got a new government?
  • 26. then we rebuilt 2.0 style greenqloud
  • 27. First out of the recession! greenqloud • Being a progressive nation with clean resources helped • We let the banks default • 100% renewable energy grid • Sustainable fishing • Healthy exports • 99% literacy and 7 universities • 93%+ have high speed internet to the home • Fun fact 1 : First female president • Fun fact 2 : First lesbian prime minister ...and we just found oil fields. Let’s leave’m there for change?
  • 28. Creative industries are the future of Iceland greenqloud • 20%+ of Iceland’s exports today and growing • Post crash there was finally a real startup community: • Innovit (@andriheidar is doing his MBA at Stanford) • Klak (entrepreneur studies at Reykjavik University) • The Innovation house - RU and the University of Arts RU’s dean is Ari K. Jónsson Stanford Alumni • The Federation of Industries startups division
  • 29. greenqloud Iceland is now a “startup” We have the stuff...
  • 30. greenqloud Iceland is now a “startup” We have the stuff... But we need investors ...and more people. I’m working on that
  • 31. Startup Iceland, 28-30th of May greenqloud Building Sustainable Startup Ecosystems International 3 day conference in awesome Reykjavik • Hackathon competition • Lectures • Workshops on Lean startups and business model design Confirmed speakers include: • Brad Feld of Foundry Group, Tech Stars • Fred Wilson of avc.com, Union Square Ventures • Dr. Ted Zoller, Senior Fellow from the Kauffman Foundation • Rebeca Hwang, CEO of YouNoodle • And yours truly! http://signup.startupiceland.com/
  • 32. greenqloud Perhaps cloud computing and the new data center industry will become Iceland’s biggest export?
  • 33. greenqloud The Truly Green Compute Cloud http://greenqloud.com twitter: @GreenQloud Eiríkur S. Hrafnsson CEO & Co-founder