BusinessIT coevolution introduction

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Green IT Moving Beyond the 2 Solution
David Moschella, research director
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An unpredictable climate change climate
Scientific Political
Economic Security Business
- VCs - Biomass - Ethanol - Solar - Wind, tidal -
Batteries - Fuel cells - Hydrogen - Nanotech -
New products - Smart grids - Cap trade -
Costs - Offsets - Subsidies - Brands - CSR
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Green IT Seeing the whole picture
IT Usage 2
Electricity Emissions
Recycling
Chemicals Water



IT Production 4
Buildings
Transportation Products/machines
Industry Real-time
31 27
20
16 Measurement
IT Application gt90
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What we know so far

• Electricity is half of US energy -- DOE
• Total US server usage is 1.5 of total US
  electricity -- Koomey
• US data center, PC and TV energy use are also
  1.5 US energy DOE.
• Desktop mfg energy is greater than usage
  Williams, Horvath
• Laptop energy manufacturing is roughly equal to
  desktop -- Williams
• Laptop energy usage is roughly 1/10 of desktop --
  Horvath
• Cell phone energy mfg/usage ratio is 21 -- Nokia
• Chinese desktop mfg produces 3X US emissions
  Carnegie-Mellon
• US emissions would be 20 more if imports
  included Carnegie Mellon

Where are the vendors?
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Energy in IT production vs in IT usage
Energy In Usage
Data Centers
Servers
Desktops
Laptops
PDAs/iPods
Memory sticks
Energy in Production
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Moores Law -- the expanding downside
Energy requirements -- Typical appliance
Energy requirements -- Typical hi-tech product
Production 2X
Prod. 1X
Usage, 3X
Usage 1X

• Long life cycles
• Heating, cooling, lighting
• Refrigerators, ovens
• Washer, dryers, dishwashers
• Cars, motorcycles, SUVs
• TVs, stereos, phones

• Short life cycles
• PCs, power supplies, printers
• Cell phones, PDAs, MP3, chargers
• Routers, switches, set top boxes
• Video games, cameras, HD displays
• Disks, CDs/DVDs, memory sticks

Energy-intensive mfg, high-toxins, weak
recycling
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Strategies for a truly green IT industry
2 Green Hygiene
98 Green Business

• Align financial incentives
• Re-engineer data centers
• Fresh air, warmer cooling
• Fewer servers --Virtual, utility
• Laptops, flat panels, thin clients
• Green buying, PC power mgmt,
• Recycling culture and oversight

• Motivated Green team
• Less offices/more e-commerce
• More efficient buildings/products
• Reduced travel, flying
• Improved supply chain/logistics
• Track chemicals, toxins, waste
• Measurement, compliance

UK Companies Act (c. 46) "requiring the
directors report of a company to contain such
information as may be specified in the
regulations about emissions of greenhouse gases
from activities for which the company is
responsible" by 2012
But behavior is changing slowly, not a top
priority
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Greenwashing temptations

• Put marketing in charge
• Get energy usage emissions off of your books
• Outsource your data center to another company or
  country
• Use Web hosting, VPNs, SaaS, leased PCs, copiers,
  printers
• Become more of a virtual organization
• Source everything from China, and then blame them
• Dont factor in supply/demand chain unless its
  helpful
• Promote lots of high profile offsets
• Publicize your dramatic carbon footprint
  reduction
• Hope no one asks too many questions

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A holistic, life cycle strategy process
1. Reduce Energy Usage
2. Improve Recycling
3. Green The Business
4. Measure Comply
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1. Reduce power consumption
Key Questions
Key questions
Do we have good data?

• What energy risks do we face?
• How much energy do we use? Cost?
• Do we have broad business breakdowns?
• By data center and office equipment?
• What are we doing in DCs, for PCs?
• What is the plan going forward?

Strategic position
Current Position

• Knowledge
• Behavior
• Technology

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2. Improve recycling

• Recycling Confirmed
• Checklist Recycled
• Servers, disks
• Desktops, laptops
• Phones, PDAs
• Network equipment
• Printers, copiers, fax
• Paper/cartridges
• Batteries/chargers
• Industry-specific equip
• Glass, plastic, metals
• Toxins, industrial waste

Key Questions
Key questions
___

• Do we have a formal recycling plan?
• Who is responsible for it? Globally?
• What products does it cover?
• Are we aware of all major toxins?
• How supportive are our employees?
• How do we evaluate our recycling partners?
• What is our plan going forward?

Green IT Contribution
Strategic position
Current Position

• Knowledge
• Behavior
• Benchmarks

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3. Green the business
Key Questions
Key questions

• Do we have a holistic strategy?
• Do we have an Green team?
• Are we effectively using IT for
• - More efficient buildings
• - Reduced office space
• - Reduced business travel
• - Energy-efficient products/services
• - Supply/demand chain efficiencies
• What is our plan going forward?

Green IT Contribution
Strategic Position
Current Position

• Knowledge
• Priorities
• Technology

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4. Measurement, governance CSR
Main stakeholders
Key questions

• Can we measure our carbon footprint? Globally?
• Are we prepared for emerging global regulations?
  
• Can we compare our efforts to our competitors?
• Could we withstand an environmental audit?
• Are there risks that we havent fully addressed?
• Are we living up to our own company values?
• Are we contributing to our customers industry?

Customers, prospects employees,
recruits suppliers, partners investors, regulators
Strategic Position

• Knowledge
• Priorities
• Effectiveness

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Thank you!