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Angel SchneiderRackspace® [email protected]
2009 RACKSPACE GREEN SURVEY
Confidential Material
July 2009
INTRODUCTIONTo more fully understand what types of social issues influence IT purchasing decisions in an unstable economic climate, Rackspace® Hosting conducted its
third annual survey of customers. The focus of the research was to discern whether the environmentally responsible strategies which had originated in the
past two years within the Rackspace client base had continued to be executed, as well as, whether companies which had not created an environmentally
responsible strategy would prefer to allocate efforts to do business with a “green” IT company.
METHODOLOGY1,507 randomly selected Rackspace customers around the globe received a 17 question survey via e-mail and Twitter. 167 customers responded to the questions
under the condition that the identity of the respondents would remain confidential.
A FEW RACKSPACE PERSPECTIVESWhile cost savings proved to be the biggest driver of decisions made about environmentally responsible IT, the survey proved that companies are still concerned
with green initiatives and are continuing on the track to sustaining and improving their environmentally friendly policies. However, only a small handful (two
percent) are one hundred percent green.
• Traditional methods of being green still dominate – like recycling and renewable energy.
• Forty-nine percent of companies have taken the first steps to being green, while twenty-two percent have taken significant steps, which is up five
percent from last year.
• Only twenty-one percent have put their green initiatives on hold due to the economic climate.
• Thirty-one percent of customers had also undertaken data center consolidation, which is both a cost savings and environmentally friendly initiative.
• Seventy-one percent of respondents said they use traditional methods of environmental sensitivity such as recycling.
A new question was added to the survey this year. Rackspace asked whether customers viewed cloud computing as a greener alternative to traditional computing
infrastructure.
• Twenty-one percent agreed that cloud computing was a much greener alternative, while thirty-five percent were not convinced on its green benefits.
• Nineteen percent said the true benefits of cloud computing have not yet been realized.
THE GREEN PERSONAS OF SURVEY RESPONDENTS FELL INTO 3 DISTINCT GROUPS
Key Findings September 2009
Copyright © 2009 Rackspace Hosting, Inc. | All trademarks, service marks, images, products and brands remain the sole property of their respective holders. | MODIFIED DATE: 08272009
Toll Free: 1.800.961.2888 | International: 1.210.312.4700 | www.rackspace.com
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2009 RACKSPACE GREEN SURVEY
The Cynics• Think green is hype & marketing “greenwash”
• Skeptical of the intentions & qualifications of
‘green’ vendors
• However, most are willing to recycle etc, as a
means to keep the world a more pleasant place
to live
• Will pursue energy efficiency as a means to save
money
• If a green vendor can save them money, great,
otherwise a vendor should concentrate on
providing the best service & product possible,
not being green
The Middle Ground• Want to do the right thing, but don’t necessarily
have the resources or funds for the green
initiatives they want to undertake
• Will pursue simple initiatives to promote being
green over money savings (i.e. paperless office,
home offices)
• Not always comfortable with some green topics
• Think “green” is cool
The Greens• Having a green image is important
• Evaluate green best practices at all levels of
their business
• Select potential vendors based on their green
credentials
• Willing to pay a premium for green vendors
• Believe they have a personal responsibility
• Actively pursue green accreditation
~25%
~50% ~25%
Copyright © 2009 Rackspace Hosting, Inc. | All trademarks, service marks, images, products and brands remain the sole property of their respective holders. | MODIFIED DATE: 08272009
Toll Free: 1.800.961.2888 | International: 1.210.312.4700 | www.rackspace.com
RACKSPACE® HOSTING | 9725 DATAPOINT DRIVE | SAN ANTONIO, TX 78229 U.S.A.
1. How has the current economic climate impacted your company’s environmental initiatives?
2. Have you used any tools to calculate your business’ entire carbon footprint and how much it would cost your company tooffset your entire carbon usage (i.e. electricity bill, travel, etc.)?
We are still 100% committed to our environmental initiatives ....................................................................50%
A few of our environmental initiatives have been put on hold due to the economic climate .......................24%
Many of our environmental initiatives have been put on hold due to the economic climate..........................6%
Until we see a turnaround in the economy, we will not be focused on environmental initiatives .................21%
No......................................................................72%
Yes .....................................................................17%
Not sure .............................................................11%
Copyright © 2009 Rackspace Hosting, Inc. | All trademarks, service marks, images, products and brands remain the sole property of their respective holders. | MODIFIED DATE: 08272009
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3. In the past year, what types of green initiatives has your company undertaken or started to focus on?
0% 10% 20% 30% 40% 50% 60% 70% 80%
Percentage of Respondents
71%
31%
10 %
29%
17%
2%
10 %
4. How “green” is your company today?
0% 10% 20% 30% 40% 50% 60% 70% 100%90%80%
1%
2%
We are100% green
My company is not green, butwe’re starting to think about it
We have takenfirst steps
We have takensignificant steps
My company is not green, andwe’re not thinking about it
Copyright © 2009 Rackspace Hosting, Inc. | All trademarks, service marks, images, products and brands remain the sole property of their respective holders. | MODIFIED DATE: 08272009
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5. Would you pay a premium to work with a green vendor rather than other market offerings?
6. Would you be willing to pay a premium for products/services utilizing the following:
0% 10% 20% 30% 40% 50% 60%
Carbon offsets Renewable energyConservationRecycling None of the above
0% 10% 20% 30% 40% 50% 60% 70% 100%90%80%
1%
1%
2%
Yes, even if the greenvendor’s offering cost50% more
Yes, even if the greenvendor’s offering cost5% more
Yes, even if the greenvendor’s offering cost10% more
Yes, even if the greenvendor’s offering cost25% more
No, not if the greenvendor’s offeringcosts more
Copyright © 2009 Rackspace Hosting, Inc. | All trademarks, service marks, images, products and brands remain the sole property of their respective holders. | MODIFIED DATE: 08272009
Toll Free: 1.800.961.2888 | International: 1.210.312.4700 | www.rackspace.com
RACKSPACE® HOSTING | 9725 DATAPOINT DRIVE | SAN ANTONIO, TX 78229 U.S.A.
7. Which of the following describes your position on power efficiency and its effect on the environment?
0% 10% 20% 30% 40% 50% 60% 70% 100%90%80%
8. Are you willing to sacrifice server performance for lower carbon emissions?
Not concerned about powerefficiency within my companyand its impact on the environmentand never will be
Concerned and lookingfor ways to reduce theimpact my company hason the environment
Concerned, but mycompany is not yetprepared to addressthis important issue
Concerned and activelyaddressing power efficiencywithin my company and itsimpact on the environment
0% 10% 20% 30% 40% 50% 60% 70% 100%90%80%
2%
Willing to sacrifice20% or more ofserver performance
Willing to sacrifice10% or more ofserver performance
Willing to sacrifice15% or more ofserver performance
Not willing at allWilling to sacrifice5% or more ofserver performance
Copyright © 2009 Rackspace Hosting, Inc. | All trademarks, service marks, images, products and brands remain the sole property of their respective holders. | MODIFIED DATE: 08272009
Toll Free: 1.800.961.2888 | International: 1.210.312.4700 | www.rackspace.com
RACKSPACE® HOSTING | 9725 DATAPOINT DRIVE | SAN ANTONIO, TX 78229 U.S.A.
9. If you had your choice to invest in renewable energy, what type would you pay a premium for?
0% 10% 20% 30% 40% 50% 80%
2008 2009
70%60%
10. Do you view cloud computing as a greener alternative to traditional computing infrastructures?
Am not convinced on the green benefits of cloud computing.............................................35%
Too much hype around the green benefits of cloud computing ..........................................25%
Yes, cloud computing is a much greener alternative ...........................................................21%
The true green benefits of cloud computing have not yet been realized .............................19%
Copyright © 2009 Rackspace Hosting, Inc. | All trademarks, service marks, images, products and brands remain the sole property of their respective holders. | MODIFIED DATE: 08272009
Toll Free: 1.800.961.2888 | International: 1.210.312.4700 | www.rackspace.com
RACKSPACE® HOSTING | 9725 DATAPOINT DRIVE | SAN ANTONIO, TX 78229 U.S.A.
11. How does cloud computing fit into your environmental initiatives?
Cloud computing is critical to our company becoming greener .....................................................................7%
Cloud computing is not a part of our overall environmental strategy ..........................................................46%
We are currently evaluating cloud computing and its environmental benefits..............................................14%
We have considered the benefits of cloud computing as part of our overall environmental strategy............13%
Would be interested in learning more about the green benefits of cloud computing...................................20%