Vernon Fox, Head Of IS - Offshore at Mainstream Renewable Power spoke at the CIO Event, March 2013

1. Sustainable Cloud :
An Emerging Opportunity
Vernon Fox BSSc, PGMP, PMP, PMI-RMP
Head Of IS - Offshore
Mainstream Renewable Power
Vernon.fox@mainstreamrp.com
19 March 2013

2. Introduction
There is a big opportunity to “ innovate at the boundary between Energy &
Computing “
The World is racing towards extensive Cloud Computing while experiencing a major
shift to Sustainable Energy
Sustainable + Cloud = Sustainable Cloud
What is the size of the opportunity in terms of GDP growth and jobs by 2020 ?
What are the specific innovation challenges in
Civil Engineering, Energy Engineering, Computing Engineering ?
How do you propose overcoming these innovation challenges ?

3. Sustainable Cloud
• Sustainability
• Cloud Computing and Sustainable Energy
• Sustainable Cloud

4. Sustainable Cloud
• Sustainability
• Cloud Computing and Sustainable Energy
• Sustainable Cloud

5. Vision
Mainstream Renewable Power was founded by Dr. Eddie O‟Connor in February 2008.
“ Our vision
is of thriving economies and communities
liberated from the restrictions of fossil fuels,
using
renewable energy
as their
mainstream source of power. “
The world is experiencing a once-off historical transition to sustainable fuels: Each one of our 195
countries must go through it.
4 fundamental issues drive this transition ;
•Climate change
•Ever-increasing Demand for Energy
•Rising Fossil Fuel Prices
•Energy Security
These 4 key drivers influence the pace of the transition to sustainability

6. Driver 1 :
Climate Change
“British adventurer and swimmer Lewis Gordon
Pugh has become the first person to swim in
the icy waters of the North Pole.”
16 July 2007
2012 : Biggest Arctic Ice Melt in Recorded History

7. Driver 2 :
Exploding Global Demand for Energy
•China is adding 100,000 MW to it‟s grid annually
•Equivalent to „ Adding Germany „ each year
•By 2030, China & India will add „ 23 Germanys „
In 2009 China surpassed US to become world’s largest Energy Consumer

8. Driver 3 :
Rising Fossil Fuel Price
General JN Mattias, USMC
March 2010
Richard Branson, Virgin
Ian Marchant, SSE
February 2010
1,600% Oil Price Rise 1997 – 2007..... Will it do it again by 2020 ?

9. Driver 4 :
Security of Supply
Europe will become dependent on large Gas
Imports, Cash Outflows without EC
intervention...
... Via a Continent-wide Grid for Natural Gas
yet no equivalent for Electricity exists yet
Source: EGL 2007
Source: Allianz 2010
European Commission has intervened to catalyse the switch to Sustainable Energy

10. Crisis, what crisis ?
A transition to Sustainable Energy permanently extracts us from the Energy Crisis

11. The Big Picture
“...We can get 100 percent of
our energy from
wind, water, and solar (WWS)
power. And we can do it
today—
efficiently, reliably, safely, sustai
nably, and economically...
...The obstacles to this
transformation are primarily
social and political, not
technical or economic...”
Dr Mark Delucchi
University of California
IEEE Spectrum
September 2011
Supergrid is the key technology for this transformation

12. Sustainable Cloud
• Sustainability
• Cloud Computing and Sustainable Energy
• Sustainable Cloud

13. Mega-Trend #1 : Democratised IT for 5 Billion users
2020 : a world of 15 Billion microprocessors

14. Mega-Trend #2 : 2010 Energy jumped to top of CIO’s Agenda
Energy Costs have risen for ICT Organisations;
$ 7.00 the annual recurring energy cost for every $1,000.00 invested in Datacenter kit, in 2000.
$ 1,000.00 the annual recurring energy cost for every $1,000.00 invested in Datacenter kit, in 2010.
Source:
Bathwick Group
Energy Drivers:
• In 2000, ICT organisations didn’t talk about Energy: by 2010 Energy was firmly on the Agenda
• This change was driven by reduced cost for Hardware, increased price in energy
• What are the 3 attributes of an effective Energy Strategy for an ICT Organisation?
– Guaranteed Secure Energy Supply
– Guaranteed Fixed-Price Energy Supply
– Guaranteed Green Energy Supply
2020 : Sustainability Challenge meets Cloud Challenge

15. By 2015: A Bigger, Faster, Better Cloud
Cloud Data storage:
• 2012 : 875,000 Petabytes
• 2020 : 35,000,000 Petabytes
• Trend : 4,000 % increase
Massive Change, Massive Uncertainty, Massive Opportunity

16. Greenpeace Perspective ?
IT energy-related "smart" solutions will put consumers in
command of their energy efficiency.
The [E]nergy Revolution blueprint, outlines a path to 95 % renewable energy by 2050, a significant
disruption by IT technologies is essential to achieving this goal.
Greenpeace’s Cool IT Leaderboard rates IT companies‟ progress in achieving a 15% reduction by
2020 in greenhouse gas emission.
3 key areas are rated;
• IT Climate Solutions
• IT Energy Impact
• Political Advocacy
Published annually, the Cool IT Leaderboard is widely read by CIOs and is increasingly influential in IT
Procurement strategies;
100 points The maximum score possible on the Cool IT Leaderboard.
53 points are awarded to Google in the latest report, putting them in first place.
23 points are awarded to Microsoft, tied with SAP.
10 points are awarded to Oracle, bottom of the chart,
Full Report :
http://www.greenpeace.org/international/cool-it-leaderboard-5/
Consumer-led pressure to move to Sustainable ICT

17. 2012 Cool IT Leaderboard
ICT Providers and IT Organisations need a Methodology for Improvement....

18. Which Sustainable ICT Methodology to use ?
Capability
Category
Building Block
ISO Green ICT
Scorecard
AA1000 AS
15504 14001 AA1000 APS
-
Alignment - - - -
Strategy &
Planning -
Objectives
Operations & Life Cycle
-
ICT-Enabled Business
Process Processes - - -
Management
Performance & Reporting
Common Language;
Awareness, Attitudes & - -
People Behaviour
& Culture
Adoption - -
External Compliance
Governance
Corporate Policies
Implied Mentioned Defined Covered at actionable level
7 Sustainable ICT Methodologies , only IVI provides fully actionable approach

19. IVI : formed in 2006 to address “ IT Value “ gap
Steering patrons
IVI has 70 + members, strong track record in Sustainability

20. Sustainable ICT : Definition
Definition of Sustainable ICT
ICT can minimise environmental impact of ICT itself to
enable chievement of broader sustainability objectives.
The IVI focus for SICT is to:
• Integrate management and application of ICT with
organisation‟s overall sustainability strategy, objectives
and posture
• Provide framework to develop sustainable
practices, outcomes and metrics
What’s in scope What’s out of scope
• Non-ICT solutions
• SICT strategy and alignment with business • End consumers
• Planning to meet defined sustainability goals • Government policies
• Process management, measurement and reporting • Energy provision
across the IT life cycle and SICT enabled business • Buildings
value chain • External culture
• People and culture , language and adoption • Corporate Social Responsibility that may be linked
• Governance -compliance, policies and reporting with sustainability such as Human Rights, Industrial
• Alignment to key critical capabilities within IT CMF Relations, Equality legislation.
SICT Assessment : A Consistent Approach

21. Sustainable ICT
• Sustainability
• Cloud Computing and Sustainable Energy
• Sustainable Cloud

22. Innovation ?
Innovation is the creation of better products, processes, services
or ideas that are readily available to society.
Innovation differs from Invention in that innovation refers to the
use of better and novel ideas or methods whereas invention
refers to the creation of the idea or method itself.
Innovation differs from improvement in that innovation refers to
the notion of doing something different rather than doing the
same thing better.
Source:
Doblin
Innovation drives our civilisation

23. Open Innovation ?
Open innovation is a paradigm that assumes
Organisations can use external and internal ideas, and internal and
external paths to market,
as the organisations look to advance their technology
Open Innovation is Innovating with partners by
sharing risk and reward
Prof Henry Chesbrough
Center for Open Innovation
University of California, Berkeley
Open Innovation = a Virtuous Helix of Public + Private + Academic

24. Disruptive Innovation ?
A disruptive innovation helps
Create a new market and
eventually disrupts an existing market,
displacing an earlier technology
Bellacorick: Arklow Bank:
Ireland’s 1st Onshore Windfarm Ireland’s 1st Offshore Windfarm
Source:
Wikipedia
Disruptive Innovation is challenging and exhilarating

25. What are the Ingredients for success ?
Open Disruptive Innovation fails the Cross the Chasm without 3 key ingredients

26. Ingredient #1 : The Virtuous Helix
What’s so special about Finland?
A focus on Science….. .…. An Integrated, Free Education System from Birth to PhD
Finland is no accidental success

27. Ingredient #2 : The Right People on the Bus
Open Innovators are different.... .... And can be Identified in Aptitude tests
THE INNOVATOR’s DNA : HBR May 2012
5 Key Traits of the Innovator
1. Associational thinking: I creatively solve challenging
problems by drawing on diverse ideas or knowledge.
2. Questioning: I often ask questions that challenge others'
fundamental assumptions.
3. Observing: I get innovative ideas by directly observing how
people interact with products and services.
4. Idea Networking: I regularly talk with a diverse set of people
(e.g., from different functions, industries, geographies) to find and
refine new business ideas.
5. Experimenting: I frequently experiment to create new ways
of doing things.
Source: HBR, Jeff Dyer, Hal Gregersen, and Clayton M. Christensen
We can all learn from the Great Innovators

28. Ingredient #2 : The Right People on the Bus
Sometimes you’ll meet an exceptionally Disruptive Innovator
The Course of History is set by the Unreasonable Man

29. Sustainable Cloud ?
Cloud computing is the delivery of Sustainability is the capacity to endure. For
Computing as a service rather than a humans, sustainability is the long-term
product, whereby shared resources, maintenance of well being, which has
software, and information are provided environmental, economic, and social
to computers and other devices as a dimensions, and encompasses the concept
utility over the internet of stewardship, the responsible
management of resource use.
Source:
Wikipedia
2 Mega-Trends Collide

30. Sustainable Cloud ?
Sustainable Cloud computing is the
delivery of computing as a service over the internet
in a manner which
utilises renewable energy sources, energy efficient
technology and low-carbon footprint hosting facilities
to deliver
Highly Available, Secure and Confidential Services.
Sustainable Energy + Public Cloud = Sustainable Cloud

31. Sustainable Cloud : National Perspective
Cushman & Wakefield : “ Data Centre Risk Index 2012 “
“ Ireland falls into the
bottom half of the table for
Energy Security and Sustainability “
Where could Sustainable Cloud Data Centres be built ? Ireland is 16th, Iceland is 4th, UK is 2nd

32. Sustainable Cloud Framework
Features
Sustainable Cloud computing
is the 1. Sustainable Cloud Service
delivery of computing as a service 1. Availability
over the internet 2. Security
3. Confidentiality
in a manner which
utilises renewable energy sources, 2. Sustainable Energy Supply
energy efficient technology and low- 1. Secure Grid connection
carbon footprint hosting facilities 2. Fixed Price contract
3. Direct Energy Asset ownership
to deliver
Highly Available, Secure and 3. Sustainable Energy Distribution
Confidential Services. 1. UPS is a storage medium
2. DC powered Servers
3. DC in, DC out
4. Sustainable Energy Use
1. Energy Efficient Management
2. Virtualisation
3. Certified Devices
5. Sustainable Building
1. Low carbon Design
2. Low carbon Materials
3. Certified
All Elements of Sustainable Cloud already exist....

33. The right Attitude helps....
Henry Ford
“Today & Tomorrow”
1926

34. Conclusion
There is a big opportunity to “ innovate at the boundary between Energy &
Computing “
The World is racing towards extensive Cloud Computing while experiencing a major
shift to Sustainable Energy
Sustainable + Cloud = Sustainable Cloud
What is the size of the opportunity in terms of GDP growth and jobs by 2020 ?
What are the specific innovation challenges in
Civil Engineering, Energy Engineering, Computing Engineering ?
How do you propose overcoming these innovation challenges ?
Who can make this happen?