If going green has become a badge of corporate good citizenship, then pity the poor IT professional charged with evaluating green technology and practices. Like any department, IT must demonstrate the business case for its green initiatives, but demonstrating an aggressive ROI can be a challenge.
IT vendors don't help much. Sensing a rich opportunity for improved margins, many vendors will attach a premium to allegedly green technologies. Worse, some engage in "greenwashing," spouting all the right buzzwords about reduced carbon footprints and sustainable manufacturing without really making a dent in power consumption or eco-friendliness.
Green IT's Pros & Cons
Benefits
Operational benefits from better energy management and monitoring software
Consolidation frees up data center floor space
Increased automation yields lower support costs and increases reliability by eliminating human error
Capital saved through consolidation can be put back into the core business
Green IT strategies often pay for themselves quickly
Challenges
Electricity costs are increasing
Data center energy costs can rival IT hardware capital costs
Cooling can account for 50% or more of data center power consumption
One watt of actual processing requires another 27 watts of consumption from supporting systems
Poor server utilization, less than 10% in many cases, translates to billions of dollars in wasted excess powering and support costs
— Greentech Media
Victor Teo, a consultant at services provider NCS Pte. Ltd. , recently noted that virtualizing a physical server translates to 4 tons less of carbon dioxide emissions. And one rack of blade servers uses enough electricity to satisfy the peak demand of 30 homes.
But there's a countervailing, much simpler approach: "The 'delete' key is the greenest key in the enterprise," says consultant Jon William Toigo, CEO of Toigo Partners International . "Use it."
Green IT has been "nebulously defined and is a nascent market, at best," says Rick Thompson, a VP at Greentech Media Inc. , and enterprises getting into green IT generally focus on one of three areas:
Data center design best practices
Getting more compute power per kilowatt
Being committed to "green" but uncertain how to proceed
The primary goal behind a "solid, green IT strategy" is to maintain or reduce energy use and costs while managing the continuously increasing requirements for performance and capacity, Thompson says.
If all that sounds glib, it's probably no worse than how some vendors have positioned the benefits of data center consolidation, outsourcing data management, and these software-as-a-service offerings. Enough oversimplification – what's needed are actual ways to save some green while going green. And that's the upshot of this Green IT Evolutionary Handbook: practical tips and formulas for enterprises to get serious about energy consumption controls, carbon footprint reduction, even recycling.
The repository on best practices for greener IT is still thin, but this handbook is intended to get the real conversation going, beyond the need to control costs and be good corporate citizens. Going green will test IT's ability to tie corporate objectives to its own priorities and spending, but it's a conversation that can benefit the planet – and the bottom line.
Gore did keep the lights burning in his big house, and does fly in jets -- but he's cleaned up his personal act. But are you really saying what he says must not be true because, like the shoemaker, his own house is the last place he's fixed? That's always been a specious argument.
The facts of global warming are no longer in dispute among reputable scientists, and our climate is changing even more rapidly and more severely than Gore reported in his truly powerful film and Powerpoint. You really should see it before dismissing it.
Also, to the point about companies only doing things because they will make or save money -- that's unnecessarily cynical, and much less true than it is in the greediest quarters. Many many businesses are now run by people who seriously want to do good while doing well, and a new generation of MBAs (10,000 strong in Netimpact.org) is going to be infiltrating every corner of big business over the next few years. Socially responsible business can be viewed merely as "enlightened self-interest" because the problems our wasteful ways are causing are not just hurting people who live in coastal areas and areas getting hit three times by hurricanes in one season and by prolonged droughts, etc., etc., but those problems are affecting businesses too.
Yes, it is amusing that companies that fought anything shaded green now discover that the benefits go straight to the bottom line, and that consumers increasingly are choosing on the basis of the greenness of the company, but the fact that is that company owners, managers and employees have consciences and pay attention to the news -- and want to do the right thing. Don't mock them!
Terry, it is a well written piece and you can be sure I've let others know about it. True, we'd like to believe the Fortune 500 should be the ones to lead by example. However, I think it will be the smaller shops doing such and it perks up, not filters down. Simple things like just telling the nite cleaning staff "if no one's here, please turn all the lights off except these" and entrusting staff to power down when they leave at day's end, or use the "B" side of paper for printing out non-essential memos and emails.
With the lights alone - rarely is anyone there past 10pm or before 6am - 8 hours of useless illumination. I have seen tremendous savings even in having this take place on Friday, over the weekend. Electric savings of about 20%. That falls to the bottom line in smaller companies, especially noticable in today's economy.
Points well taken and clearly heard. Yes, like you say, it is NOT just IT Greening but enterprise greening, and yes it may take some time, especially without a push from somewhere in the structure.
The 60 Minutes piece is quite profound and very disheartening. Yet another way we need to lead by better example, honestly.
And you can say what you will about Gore. However I stand my ground firm, he is at least very aware of the causes, the changing (or stagnant) tides of issues, and what has/is/must be done to turn this speed boat around. I know, I interviewed him about 6 months ago. He is a brilliant man, full of ideas and ambition. And yes, he has faults too - he is not Superman.
My goal locally is thinking small with bigger reach - ie not just talking the talk but walking it as well - shutting down unused machines overnight, printers, etc. At the very least being sure power save modes are set and enabled.
Every bit helps. Thanks for sharing that video - powerfully strong stuff.
I think there's a bit of naivete here about what a good corporate ciitizen is, and what it should be. Yes, the Fortune 500 should band together to reduce carbon footprints and green themselves up across every department and business unit. But they won't spend a dime on anything green (whether for the data center or the company lunchroom) unless there are demonstrated savings and/or rapid payback. The current economic situation will only intensify the importance of green economics.
And that was how we tried to approach the report -- "Here are some actual, tangible measures, equations and tips you can use as you try to make this stuff work for you."
My esteemed colleague Mary Jander was able to persuade the Green Grid consortium to allow us to re-publish some formulas (check out her sidebar, "Green Bragging Rights") they use to help IT in this vein. It's a start in answering the financial measures issues that keep enterprises from doing the right, green thing.
Thanks for your comments! I'm not in any way trying to pur cold water on Algore's effort but rather to ridicule public officials who say one thing in the "pulpit" and then live contrary to what they say. It does no one any good to be criss-crossing the world telling people to be envirometally friendly and then ending up living an astronomically high energy life!! This has nothing to do with our imperfections but rather just been plain honest upfront!!!
My argument to Chris was that Gren IT has to be taken in strides along with other corporate objectives. Few corporate bodies will go green just to get an "applause' from the U.N. at the end of the year but many will certainly like to match their green initiatives with real corporate benefits. This is certainly not to mean that these companies do not care about planet earth as Mary was suggesting in her comments. As the report itself mentioned, Green IT is a nascent market and as such will take time to evolve and take hold of 'corporate mentality'. I wholehearted agree with you that Greening isn't all about IT and this is basically the point i was trying to drive at.
I was watching a documentary last week on some of American e-waste ending up in te backyards of china and it was shocking!! Is this part of the process of buying carbon caps fromless developed countries??
Paul, I read the comments by Chris as Mary did. And everyone brings up very thought provoking stuff. The "Green" issue is one which strong on many fronts - with a cross between the natural resource conservancy being just as powerful as the capitalistic bottom line shift. It is a model which needs to embrace both as important and valuable, perhaps to different strata of an enterprise, but which can unify a company quite nicely.
Remember, it's not just IT that needs greening but the entire brick and mortar structure or it becomes like mom clipping coupons and dad just buying whatever he wants.
No one is perfect Paul but I think the bigger part of what Al Gore was, is, and will continue to do is quite enormous. Try looking at his deeds and actions from the POV of what he is suggesting and proposing. It is a huge issue that's proceeded far too long unbridled.
Paul, the sadness I believe Chris is talking about is that people like you will continue to see the "green movement" as an economic and/or political issue, not an issue of saving the planet as we know it.
I really don't know which sadness you had in mind when you stated that "
It is truly sad that economics will determine the future of the "green movemnt" and its success (or failure). From my little knowledge economics has always been a prime determinant for many initiative and i really don't see why the "green movement" should be any exception. In a capitalistic orientied world, it just does not make any sense to embark on initiatives or projects like "green movement" that makes us look ludicrously pathetic economic-wise!!
I've never been a fan of the 'green movement' and i don't see myself changing that position in the foprseeable futurte except guys like you can come up with very strong persuasive arguments to justify it. I also can't agree with you in saying that Obama's election present the best opportunity for Kyoto. The issue with Kyoto is not about George Bush, but rather the world is not ready yet to fundamentally change its pattern of living just to satisy a some bureaucratic caps. Except you want to tell us that Obama can motivate us to change our pattern of living!!
Finally, in saying "I only hope that everyone doesn't lose sight of the need to reduce the
carbon foootprint as well as, continue to become energy conscious on
all levels" ,I hope you also have AlGore in mind whois reported to be a living a lifestyle that contradicts what he 'preaches"!!!
It is truly sad that economics will determine the future of the "green movemnt" and its success (or failure).
The recent election of Obama should be the US' and the worlds' best opportunity to rejuvinate the loosely and often unrealized intitiatives of the Kyoto Protocol. However, this might not be the case. http://www.thestar.com/News/Ideas/article/532241
As the "green movement" continues to mature, one can only hope that both the carrot and the stick will apply to both the compliant and defiant companies. Reward the companies that do what is necessary to reduce energy consumption, as you reported, ironically, I might add, that discounts are being provided by PG&E.
Maybe down the road the US can adopt some standards that penalize the environmental pariah's.
I only hope that everyone doesn't lose sight of the need to reduce the carbon foootprint as well as, continue to become energy conscious on all levels. Furthermore, with the world economy in the tank and oil hovering around $55 a barrel, these monumental strides that need to be taken, won't be placed on the back burner.
The ThinkerNet does not reflect the views of TechWeb. The ThinkerNet is an informal means of communication to members and visitors of the Internet Evolution site. Individual authors are chosen by Internet Evolution to blog. Neither Internet Evolution nor TechWeb assume responsibility for comments, claims, or opinions made by authors and ThinkerNet bloggers. They are no substitute for your own research and should not be relied upon for trading or any other purpose.
If you’re a slightly gray, mid-level manager who travels a lot, you may be on the way up and worthy of professional respect, but one thing you most definitely are not is “cool.” Still, while today’s youth may think you just crawled out of a paleolithic cave, there may be hope. The iPad from Apple Inc. (Nasdaq: AAPL) (supreme arbiter of coolness) just might make you older guys (or actually old guys like me) cool.
As we well know, the online echo chamber and its increasingly viral and social components can magnify the propagation speed and distribution of stories and rumors, whether true or false.
In his recent Congressional testimony, Dennis Blair, the U.S. director of national intelligence, stated that the U.S. is "severely threatened" by cyber attacks and that the recent Google (Nasdaq: GOOG) attacks should serve as a wake-up call.
Fatal System Error, the book just released by West-coast-based journalist Joseph Menn, is really a public policy statement written as a thriller for a wider reading public. UPDATED 2:45 PM
Smarter Collaboration: How to Thrive in a Challenging Business Environment Market conditions are changing faster than ever, and organizations need to improve their agility and adaptability in order to provide better service and improve processes. The ability to work with customers, business partners, and employees as effectively as possible - while at the same time holding down costs - is a key to success. READ THIS eBOOK
your weekly update of news, analysis, and
opinion from Internet Evolution - FREE! REGISTER HERE
Wanted! Site Moderators Internet Evolution is looking for a handful of readers to help moderate the message boards on our site – as well as engaging in high-IQ conversation with the industry mavens on our thinkerNet blogosphere. The job comes with various perks, bags of kudos, and GIANT bragging rights. Interested?
To save this item to your list of favorite Internet Evolution content so you can find it later in your Profile page, click the "Save It" button next to the item.
Research shows that the youth of today like Facebook – but not blogging or Twitter. Does that mean Facebook has won, or just that it's not yet out of favor? Will all the services we see today fade into Ovaltine-or-Wheaties status in just a few years?
What kinds of companies are doing the most innovation in the data center? Turns out it's midtier enterprises that are taking the "Just Right" approach.
Digg
Del.icio.us
Reddit
Email This
TWEET THIS
