012809a the case for greening it

David CallowayDavid CallowayDavid CallowayDavid Calloway

Green IT Catalyst

Green IT Digest and WriteBrain Communicates Technology

Greater Philadelphia Green Business

Program and Commitment

January 28, 2010

January 26, 2010 2David Callowayhttp://GreenITDigest.blogspot.com

If the video doesn’t launch, copy-paste this string into your browser: http://www.youtube.com/watch?v=VSNFE6eUjfY;

OR, in YouTube.com, find “IBM tree hugger”

� Purpose of this presentation

� What Green IT is, and why I’m excited about it

� Why Green IT matters to your organization

� The Challenges and Opportunities in Greening IT

� Trends Driving Green IT

� Present and Future of Green IT

� Green IT 1.0: Cleaning up IT

� Green IT 2.0: IT Cleaning up The World

January 28, 2010 3David Calloway

� To update on local Green IT successes

� To share ideas to help your IT folks go Green

� To make the case that Green and IT belong together, and that—

� IT’s participation is strategically vital to sustainability initiatives



The key to Green IT, The key to Green IT, The key to Green IT, The key to Green IT, To paraphrase To paraphrase To paraphrase To paraphrase Green IT for Dummies:Green IT for Dummies:Green IT for Dummies:Green IT for Dummies:

Ignoring Green IT will cost you money. Ignoring Green IT will cost you money. Ignoring Green IT will cost you money. Ignoring Green IT will cost you money.

Pretty much everything that makesPretty much everything that makesPretty much everything that makesPretty much everything that makesIT greener also reduces expenses.IT greener also reduces expenses.IT greener also reduces expenses.IT greener also reduces expenses.


What is Green IT? What is Green IT? What is Green IT? What is Green IT?

Forrester Research identifies two kinds:� Green IT 1.0 makes IT more sustainable.

� Green IT 2.0 uses IT to make everything else more sustainable.

Examples� Green IT 1.0: Hewlett Packard cuts global computing platform costs in half, from 4% to 2% of annual revenue— about $1 billion a year.

� Green IT 2.0: IBM cuts Stockholm’s traffic congestion 18%-- and growing.

This is not your FatherThis is not your FatherThis is not your FatherThis is not your Father’’’’s DP Department.s DP Department.s DP Department.s DP Department.


� Been in IT most of my career, and an Environmentalist most of my life

� Love advocating for things I believe in

� Fast-growing segment of IT market

� Triple Bottom Line: People, Planet, Profit. Over the long term, Profit requires the cooperation of the other two.


Why your Organization will Why your Organization will Why your Organization will Why your Organization will get Excited about Green ITget Excited about Green ITget Excited about Green ITget Excited about Green IT

� Fast payback

� Strong grass roots support likely

� Opportunity to clean out obsolete and ineffective business practices

� Neutral target for re-engineering efforts

� Green Web 2.0 technologies: new ways to connect, create and manage, while spending and consuming less

� IT is a resource hog, and getting worse

� IT budgets are rising; many grew even while economy was shrinking*

� High turnover of equipment – lots of toxic scrap

� IT is integral to business

� IT is highly technical and incredibly complex


* Symantec, 2009

� What IT does is inherently Green:*◦ Large amounts of data can move long distances at very little cost◦ Knowledge is the enemy of waste, mistakes, abuse, corruption, loss…

� High turnover of equipment = more frequent opportunities to “green-up”

� Saving the planet is also highly technical and incredibly complex


* Carol Baroudi, Aberdeen Group


If the video doesn’t launch, copy-paste this string into your browser:

http://www.youtube.com/watch?v=lhuQC8sfGE4&feature=related ; OR, in YouTube.com, find “IBM tree hugger”


� Shareholder expectations, diversity

� Costlier process resources: caps off electric rates, water shortages

� Non-compliance fines and penalties growing

� Even when the economy is shrinking, IT keeps growing*

� Greater demands on IT; within, between, and outside of enterprises

* IBM Green Computing Study

� Climate change

� Fossil fuels declining, demand increasing

� Disposal of wastes- hazardous and voluminous

� Risks and costs of transporting people and goods

� Threatened extinctions and disappearing ecosystems


� Stakeholder expectations

� Market expectations

� Legislative and regulatory pressures

� Fears of “Greenwashing”

� International cooperation on standards


� Virtualization, Cloud computing, scalable power & cooling, mobile computing…

� Web 2.0— Social media, portals, virtual workspaces, KM-CM

� Real-time monitoring and feedback, performance dashboards,

� Systems that finally talk to each other


TechnologyTechnologyTechnologyTechnology

� Clinical toxicology and forensic testing laboratory

� Customers are healthcare providers, medical researchers, coroners, and the criminal justice system

� Kind of like CSI on TV but not as fancy or as quick

� Grass roots effort triggered C-level action

� Started with Broad-based energy and resource conservation across operations, not just IT

� IT contributed to advances throughout the firm


Forrester Research defines levels of Green IT

� Green IT 1.0: Make IT more sustainable

� Green IT 2.0: Use IT to make everything else more sustainable


The Green Data Center

� The Data Center is not an office: up to 100x the power appetite per square foot of an average office

� Computing and communication equipment full of toxic substances—great need for Cradle-to-Cradle Procurement and Disposal

� A concentrated testing ground for Carbon Calculators



Green

Solutions:

• Outsourcing

• Consolidation

• Virtualization

• Cloud Computing

• Deduplication

• Free and cheap cooling

• Hot & Cold don’t mix

• Scalable power and cooling


Local Example: Manko Gold Katcher & Fox, Bala Cynwyd

� Environmental and Energy Law Practice

� Sustainability leader in region

� Hosted data center of 2 years meets high standards for sustainability and security

� Today, cooling servers with (brrr!) outside air


Local Example:

Morgan Lewis, Philadelphia

� Walk the Talk: Law firm serves Energy, Clean Tech and Green IT sectors

� New data center 2 years ago

� Virtualization, big cut in number of servers

� Reduced COO (cost of operations), energy consumption, and GHGs (greenhouse gases)

� What makes an enterprise effective and lean, also makes it clean and green

� Old mantra: “Reduce, Re-use, Recycle”

� Web 2.0 mantra: “Re-purpose, Re-allocate, Renovate”

� Get full value from paid-for assets, virtual as well as physical


� Enterprise Carbon Accounting

� Real-time Collaboration: Projects, Tracking, Monitoring, Workflow, Process Flow, Accounting, Live Meetings, Digital Documents, Telecommuting…

� Less travel, shipping, energy, waste

� More output


� Customer: Tennant Company, Minneapolis, MN

� Environmental mission: longer-lasting concrete surfaces avoid damage & replacement

� 885 nation-wide vehicle

� ARI’s EnviroFleet® improves fleet operations, reduces costs and environmental impact

� GPS-driven technology assures operator compliance with Safety and Environmental policies

� Vendor-customer partnership for sustainable business, in a sustainable environment



If the video doesn’t launch, copy-paste this string into your browser:http://www.youtube.com/watch?v=KD_pnHv_TTg&feature=player_embedded;

OR, in YouTube.com, find “IBM tree hugger”

January 28, 2010David Calloway 27

� Seek to create a sustainability partnership with IT, and individual ITers.

� There’s always a business case for doing things better.

� Neutral target for re-engineering efforts: look at 3M’s 3P: Pollution Prevention Pays

� Learn about Web 2.0, and look for ways to use it

January 28, 2010 28

Why a Sustainable Future?Why a Sustainable Future?Why a Sustainable Future?Why a Sustainable Future?

Because there is no other kind.Because there is no other kind.Because there is no other kind.Because there is no other kind.

David Callowayhttp://GreenITDigest.blogspot.com