Green IT Trends in Israel July 2008

Trends in the Israeli Green IT
Market (2007-2008)
Shahar Geiger Maor
VP & Senior Analyst
shahar@stki.info

Agenda

1 Background

2 Green IT is part of the problem

3 The Text here
Your
“Green Turbine” Your Text here

4 The future?
5 Conclusion

2
All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info

Background
 High-speed Industrialization and demographic growth
over the last 150 years
 Extensive burning of fossil fuels
 More and more large GHG emitting factories

Your Text here Your Text here

Conclusion

3

Background


Conclusion

4

Israel in Green –Awakening in Public
Awareness


5 5

Introduction –What is “Green IT”?

Implementing, managing,
optimizing and retiring Information
Technology in a resource efficient,
environmentally manner Your Text here
Your Text here

6

IT and Global Warming
GHG (Greenhouse Gases):
 Total annual GHG Emissions of Israel: 73.5 M Ton
 GHG Emissions from Transportation: 14.4 M Ton
 GHG Emissions from Manufacturing: 6 M Ton
 Total Rate of Recycle Waste: 23.4%
 Total Recycle rate of paper: 4%
Typical examples:
 Mazda 3 CO2 average emission: 186 g/km (Source: MOF)
 Mazda 3 CO2 year average emission (20K): 3720 kg
 Production of one kWh = 0.6 kg CO2 emission (U.S)
 A typical PC emit 1 Ton of CO2 every year
 1 Ton of office paper = 24 “trees” (12m × 20cm)
 8200 papers = 1 “tree”

7


EPA: “Data Center is the number one opportunity for
businesses to reduce energy usequot;
Prices of Servers will soon equal to Operational costs
50% of Businesses are willing to pay 5%-10% more for
“Green” Text here
Your products Your Text here

75% would choose Green vendor over a non-Green
one if prices were the same (InformationWeek 2007)

8



Source: Cutter 9



10

What “Green IT” Really is


11

The Green Game


12

Israeli Market Trends
Consolidation of Servers, Storage and Desktops is a key
strategy in cutting IT operational costs in 2008
Israeli organizations focus mainly on the data center
Alignment between power consumption and the business
Assets Control
BetterYour Text here Your Text here

More Group Printing
Environmental
responsibility programs

13

Green IT Turbine
Data Center

Printing Workstations

14

The Data Center’s Situation
Greater need for computing resources

More racks and more servers

Your Text here floor space is running out Your Text here

Servers are heating up

More cooling is needed

Operational costs are soaring and more pollution is emitted
15

STKI Survey 2008:
Newrefurbish Data Center will be built
within next 2 years?
No Opinion
3% Agree
54%

Disagree
43%

16

STKI Survey 2008:

electricity needed to power up computer
equipment in my organization will be down
by 50% during next 5 years?
Agree
23%

Disagree
77%

17

STKI Survey 2008:

Regulations will force electricity usage
down by more than 10% during next 5
years?

Disagree Agree
48% 52%

18

The Data Center’s Situation -Key Figures

Data Center Power Usage Allocations
Lighting
2%
UPS
Your Text here 18% Your Text here
Hardware
Electricity Cooling
30% 50%

Source: Computer Economics
19

Electricity Use by End Use (USA)
2000-2006


(Source: EPA)
20

Electricity Crisis


Source: Jonathan Koomey, Stanford 2007

21

World Electricity Crisis
Tokyo Power and Electric is targeting 800 most energy
consuming buildings in Tokyo for energy consumption
reduction, 100 of which are data centers

U.S.A Data Centers’ Energy Use:
• IT sector consumed about 61 billion KWh in 2006 (~$4.5
billion)
• Projected to increase to 100 billion kWh in 2011 (~2.5% of
total U.S. electricity or ~$7.4 billion)

22

Electricity Crisis in Israel

Demand for
electricity is Israel has no
rising by 4% power
annually reserves

Your Text here Estimated
Your Text here

shortage of
thousands of
Mw by 2012
Servers use 130$ a
more power barrel
than ever

23

The Data Center’s Situation: Practical
Solutions

Assessments and Thermal Modeling
Green servers and storage devices

Advanced cooling methods
Data Center arrangements (e.g.: Hot Aisles/Cold Aisles)

Virtualization, Consolidation

24

Practical Solutions for the Data
Center: Thermal Modeling

•Locate Hot Spots
•Recommend new policy


25

Solutions





26

Energy Star: EPA Report to Congress

 What is it?
 Energy Consumption
by servers in the US
 Encouraging energy
efficiency by vendors

27

Energy Calculations:
Power cost
Rack -Fully Power Including
per hour
Configured Cost per cooling costs
(0.45
(kW) Year (1:1)
₪/kWh)

Typical Blade #1
7U High Text here
16.2 KW 7.3 ₪ 63,948 ₪ 127,896 ₪
Your Your Text here

Typical Blade #2
7U High
14.7 KW 6.6 ₪ 57,816 ₪ 115,632 ₪

Typical Blade #3
3U High
14.2 KW 6.4 ₪ 56,064 ₪ 112,128 ₪

Typical Blade #4
3U High
11.16 KW 5₪ 43,800 ₪ 87,600 ₪
28

Green Storage
 Israeli market is still immature
 Many of our clients are not ready/willing to face Green
Storage issues (comes second in priority)
 Main problem is space and storage cost rather than power
consumption
 Relevant technologies are:
• StorageText here
Your
consolidation (mainstream) Your Text here

• De-duplication
• Compression (e.g: Storwize)
• Green storage array
 STKI observation: when client evaluates
Backup-to-Disk, electricity is not considered
 Sales in 2008 will grow

29

Solutions






30

Practical Solutions for the Data
Center: Advanced cooling methods
Routine Checkup:
Clean Raised floor
Utilize proper spacing of cold/hot aisles
Limit maximum cooling unit throw
Seal all cable cutouts in the raised floor Your Text here
Your Text here

Upgrading:
Rack Cooling
• Air Cooling
• Liquid Cooling
Closer cooling systems -higher average temp. possible
31

Solutions





32

Practical Solutions for the Data Center:
Consolidation by organization size

% of reported positive ROI IT spending per user at
organizations with single data
% of Consolidation same as centers to those with multiple
budget data centers
90%
80% $8,000
70%
60%
$7,000 Small
50% Small
Medium Medium
40%
Large
Large
30% $6,000
20%
10%
$5,000
0% Multi DC Single DC
ROI TCO

Source: Computer Economics 2007
33

STKI Survey 2008:
Four best ways to cut IT operational costs:
70%
60%
50%
40%
30%
20%
10%
0%
Negotiate better Consolidation of Standartization of Group Purchasing
prices from servers, storage technologies
vendors and desktops
34

Energy Saving –World Trends


Source: SearchDataCenter.com 2007
35

Green IT Turbine
Data Center


36

PC Market Trends
From PC to Thin Client computing
SBC (Server Based Computing) has security pluses
alongside green ones
 Interesting ideas to reuse old PCs:
• Leasing of Refurbish PC/Laptops
• Reuse old here as thin clients (Kannery)
Your Text
PC Your Text here
Wake-On –LAN (WOL) for end users:
• Microsoft Windows!!
• CMS (Altiris-Symantec) –Haddasah, TLV Muni.,
Ben-Gurion University
• Bigfix (New Age) –CocaCola, Zim, Pelephone
• Homemade Solutions –Bank Poalim
37

Practical Solutions – PC
Automatic Remote shut down
Enable power management features (“sleep mode”)
Turn off PC when not in use for long periods
(lunch, meetings ...)
Blank Screen Saver –slightly reduces monitor energy
consumption
Thin ClientVirtual Desktop (up to 80% less energy
consumption)

38

Energy Calculations:
Power Cost
Total Watts Power Cost
PC (W) Monitor (W) per Hour
Used per Year
(0.45 ₪/kWh)
Basic PC with
Flat-Screen 60 40 100 0.045 ₪ 394.2 ₪
Monitor
Basic PC with
60 80 140 0.063 ₪ 551.88 ₪
CRT Monitor
Office PC with
Flat-Screen 0.067 ₪ 587 ₪
110 (3.1) 40 (3.3) 150 (6.4)
Monitor (0.003 ₪) (26.28 ₪)
(sleep mode)
Office PC with
110 80 190 0.08 ₪ 700 ₪
CRT Monitor
High-End PC
with Large 300 50 350 0.15 ₪ 1314 ₪
39
Flat Screen

STKI survey results

40

STKI survey results

41

Green IT Turbine
Data Center



42

True costs of enterprise printing?
Every $1 spent on putting marks on paper involves another $9 to manage it

Spend by industry (commercial, production, office)
Average spend = 6.1% of revenues
Office Production Commercial
15% Advertising/marketing 14.79%

10% 10% 12% 14%
Legal 13.7%
Cost of putting marks on paper
13%

12%

11%
90% 90% 88% Computer/data services 10.24%

Spend as % of revenue
10%

Your Text here 9% Your Text here
Healthcare 8.56%
+ Burdened costs of managing document lifecycle 8%
Hospitals 7.65%
Document Fulfillment and Fulfillment and 7%
Financials 6.84%
management distribution distribution
6% Telecommunications 6.28%
End-user Facilities and Facilities and Banking/financial services 5.25%
interaction labor labor 5%
Business services 4.47%
IT support and Document and Document and 4% Media and entertainment 3.97%
infrastructure content design content design Pharma and biotech 3.6%
3%
Administration IT support and Administration Logistics and transportation 2.36%
and procurement 2%
infrastructure and procurement Construction and engineering 1.5%
Facilities Administration 1%
IT support and
Petroleum refining <1%
and procurement infrastructure
Source: ALL Associates Group 43

Printing -Market Trends

Paperless office…
Output management (e.g photocopiers, printers, faxes) is
an integral part of IT
Massive consolidation into MFPs/Support Centers
Vendors' new approach “From printers to Printing”
Vendors in contradiction: selling more printers and
managing them in an efficient way doesn't work together
Holistic approaches toward printing management are
more common
Vendors speak about Environmental Printing
44

Practical Green Solutions
–Printers & Paper

Do not print!!!
Printing management software
Output management
Duplex Printing
E-mailYour Text here of hard-copy (inside & outside the org.)
instead Your Text here

 Enable invoices and reports online to costumers when
possible
Organization culture:
• Workgroup (Departmental) Printers only
• Counting paper in terms of trees
45

Enterprise Output Management
(EOM)

“EOM is formatting, management and distribution of data
that is created by information systems” (Wikipedia)

It should deliver the right content in the right format to
the right end user

This is a true step toward Paperless office Environment

EOM can be one of the top print-savers in many

Israeli enterprises
46

STKI survey results

47

STKI survey results

48

The Future?

49

Shahar Geiger Maor
VP & Senior Analyst
shahar@stki.info

Green IT Trends in Israel July 2008

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