green computing - a leadership role - tom moriarty, dell
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This is Tom Moriarty\'s (DELL) presentation at the it@cork Green IT - Reduce CO2 Raise Profits Conference on November 26 2008 in Cork IrelandTRANSCRIPT
DELL CONFIDENTIAL
GREEN IT- A LEADERSHIP ROLE
Tom MoriartyEMEA Regulatory & Environment Manager
Nov 26th 2008
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GREEN IS EVERYWHERE68% Of Executives foresee 68% Of Executives foresee increased government regulation on increased government regulation on environment environment
77% Of Companies anticipate 77% Of Companies anticipate spending more on Environmental spending more on Environmental Programs. Programs.
80% of all data centers report 80% of all data centers report capacity issuescapacity issues
83% Of Largest Retailers are83% Of Largest Retailers areinvolved in Green Practicesinvolved in Green Practices..
TABLE OF CONTENTS
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Introduction A lifecycle approach to Green From the Desktop to the Data Center
Case Study 1) Energy Optimised Software Case Study 2) Data Center efficiencies
Carbon Neutral Operations Case Study 3) Lighting Reduction Program
Recovery and Recycling Leadership Case Study 4) Working with the Community
Dell’s Commitment to Environmental Responsibility
DELL TAKES A LIFECYCLE APPROACH TO GREEN
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STAGE 1: PRODUCT
CONCEPT & DESIGN
STAGE 2: MANUFACTURIN
G & OPERATIONS
STAGE 3: CUSTOMER
EXPERIENCE
STAGE 4: ASSET RECOVERY & RECYCLING
• Design out restricted materials• Design for product energy efficiency, upgradeability and recyclability• Manage suppliers to design for the environment
• Minimize factory energy use, air emissions, water use and solid wastes• Purchase renewable energy, Offset as needed• Focus on workplace health and safety
• Minimize product energy consumption• Minimize packaging, Use recycled paper and packaging materials• Provide customer carbon offset option for their IT equipment
• Provide product recovery programs globally• Educate consumers• Ensure integrity of recycling partners
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FROM THE DESKTOP TO THE DATACENTRE
Dell delivers the industry’s leading portfolio of energy-optimized solutions to solve customer’s IT related energy challenges from the desktop to the datacenter:
Power/cooling, availability, space/capacity constraints, cost to power/cool
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• Committed to design desktops and laptops that consume up to 25 percent less energy by 2010.
• First company to introduce an “80 PLUS Gold-certified” power supply for servers
• Introduced first “hybrid” PC , about 80 % smaller than a standard Dell desktop and consumes up to 70 % less energy
• New Enterprise laser printers and single-function colour laser printers ENERGY STAR-certified using 25% less energy
• Announced plans to transition to laptop displays to LED within 12 months
OptiplexTM Family
LatitudeTM Family
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DELL IS MAKING A DIFFERENCE
PoweredgeTM Family
Dell’s implementation Best-of-breed tools• Dell shuts down 50,000 client systems
worldwide– 12 hrs at night, Mon–Fri– 48 hours total over the weekend
• Measuring power consumption by system, facility to facility, every 15 minutes
• Also measuring cooling system consumptions (powered-down systems are cooler)
Third-party power management solution• Works with the standard/common
environment (Windows, SMS)• Reporting/management functions to
measure and analyze results/savings• No impacts to patches, security, end
user productivity
Impressive results
$1.8 million/year saved in energy costs13 million kW/hrs saved
8,500 tons of CO2 emissions avoided per year
CASE STUDY 1: ENERGY OPTIMIZED SOFTWARE
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2004 • 5.1M bops
• 6 racks• 126 servers
• 240 sq ft• 48 kW
CASE STUDY 2: DATA CENTER REFRESH
EstimatedCosts Savings
$53KEstimated
CO2 savings
244Tonnes
Floor Space83%
Reduction
The Bottom Line Benefits for IT (< 2 year ROI4)
2008 • 5.1M bops
• 1 rack• 17 servers
• 40 sq ft• 6 kW
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BUSINESS REQUIREMENTS: Delivers 5.1 Million Business Operations per second
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GREENHOUSE GAS EMISSIONS
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DELL’S CARBON NEUTRAL STRATEGY1. REDUCE: improve energy efficiency2. RENEW: buy renewable energy (green power)3. RESPONSIBLY OFFSET the remaining
emissions
CASE Study 3: Lighting Control Project (Limerick)
• More stringent controls on Production & Office lighting
• Reduction to lighting in manufacturing floor outside of production hours.
• Extension to current lighting reductions in offices at weekends.
• Consolidate personnel in designated areas
• Switch off data centre lighting related to occupancy.
Savings of $55K .
Equivalent to 307 tonnes of CO2 11 of
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• Resell
• Recycle
• Donate
• Return to Lease
• Redeploy
• Employee Purchase
KEY STEPS IN EFFECTIVE ASSET RECOVERY
•Audit•Pack•Planning
•Data destruction•Sort and Refurbishment•Asset tag removal•Detailed Reporting
3 DISPOSITIONOPTIONS
PICKUP, SORTING, & DATA DESTRUCTION2ASSET REMOVAL
& LOGISTICS1
• Stringent controls over environmental liability and data security• Detailed partner process audits, including downstream channels• Flexible disposition options: donation, recycling, destruction
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CASE STUDY4: Working with the community
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• Community recycling event organised on site in Limerick
• 100 cars an hour over 6 hours
• Voluntary engagement by employees to support event
• Impact on the environment:> 55 tonnes of WEEE removed
from landfill
• Brand Impact :PRICELESS!!
I have to admit, when I first heard that Dell was marketing new lines of green computers I wasn’t sure how to respond. After all, what company isn’t trying their hand at green marketing these days? It’s getting harder to tell the difference between those who are simply jumping on the bandwagon and those who are actually making a difference.
This year, Dell is definitely making a difference. Their latest achievement: earning a 5.0 Energy Star rating seven months before an EPA-mandated deadline. Let's take a quick look at what else they've achieved:MayDell announced that by 2010 their laptops will be consuming 25% less power. JuneDell introduces power supplies, which must be at least 80% efficient. Nearly half of Dell laptops and more than half of Dell desktops meet energystar 4.0. AugustDell announces that it has met its carbon neutral goal more than five months ahead of schedule. Dell unveils “hybrid” PC SeptemberDell plans to transition all of its laptops from CCFL displays to LED displays, which consume less energy, are recyclable and are mercury free. NovemberDell offers power supplies that meet Energy Star 5.0 (at least 85% efficient internal power and 87% efficient AC power) in models such as Optiplex 760/960, Latitude E6400/E4300, and Dell Precision M2400. Dell announces that since 2005, they have saved Optiplex customers $3 billion in energy costs, and reduced CO2 emissions by 29 million tons Dell’s new Optiplex comes in packaging that is 89% recyclable, and contains at least 10% post-consumer recycled plastic
I think it's clear that what we see here is no advertising gimmick - these guys are on a mission. Dell, we salute you. 14 of15
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In SummaryLeverage technology
And identify opportunities
Raise profits
Reduce CO2 emissions
Thank You !
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DELL ASPIRES TO BE THE GREENEST TECHNOLOGY COMPANY ON THE PLANET
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www.dell.com/earth
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TYPES OF GHG EMISSIONS
Purchased Electricity for
Own UseIndustrial Emissions
and On-site Fuel Combustion
Company Vehicles
Contractor Vehicles
Employee Business Travel & Commuting
Production of Raw
Materials
Outsourced Activities
Scope 1 (Direct)
Scope 2 (Indirect)
Scope 3 (Indirect)
Waste Management
Product Use
STEPS TO REDUCING GHG EMISSIONS
1. REDUCE DIRECT EMISSIONS
2. MOVE TO RENEWABLE ENERGY SOURCES
3. OFFSET REMAINING EMISSIONS
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