While many commentators point an accusing finger at the airline industry’s carbon emissions, IT escapes the same intensity of media attention.
This is surprising – and not a little unfair – when you consider that each produces similar levels of carbon and that an average data centre consumes approximately 20MW of power, equivalent to 25,000 households.
Worryingly, a recent report by the US Environmental Protection Agency highlighted that electricity consumption of computer servers and data centres in the US doubled between 2000 and 2006.
Without improved energy efficiency, datacentre energy requirements are projected to double again by 2011.
Reducing impact on the environment is catching the attention of boardrooms across the globe. As energy costs, climate change, and corporate sustainability converge as strategic drivers, IT is increasingly seen as key to conducting business in an environmentally friendly way.
The origin of green IT dates back to the early 1990s when organisations introduced the Energy Star labelling system on monitors to promote energy efficiency. Unfortunately, merely installing the latest in green computing does not guarantee an overall reduction in energy consumption. To deliver green IT, an organisation needs to:
● tackle energy issues beyond the datacentre and across the supply chain;
● deliver new ways of working both for individuals and the organisation;
● and promote awareness internally and externally.
Simple efficiency gains can come from server rationalisation. For example, a 10:1 consolidation ratio can deliver a 6:1 consumption reduction – provided the old systems are removed and the data centre does not need upgrading to support the concentrated cooling requirements.
However, it is important to understand the full carbon cost of any upgrades. For example, when planning a Microsoft Vista upgrade, how many new PCs and monitors will be needed? Producing each PC uses approximately 240kg of fossil fuel, 22kg of chemicals and 1,500 litres of water.
Organisations can also make gains by updating the data centre itself, such as utilising excess energy to heat offices and water, and by channelling in sufficiently cleansed air from outside for cooling. Organisations can make a difference by establishing capabilities at locations with lower ambient temperatures, such as Iceland, and by making greater use of natural energy sources. An example of this is Google’s solar panel farms.
Improvements can be made across the supply chain. UK businesses that source from a renewable energy supplier can save money from a Climate Change Levy exemption. In the US, energy suppliers such as PG&E are providing rebates to customers who deliver efficiencies through virtualisation, which allows multiple applications written for different operating systems to run on a single physical server.
Green IT issues are not just a matter for the board, they also attract passionate individual interest. A green IT strategy needs to encompass organisational and individual needs.
At the organisational level, while green IT can change working practices, recognition and reward are critical. Telecommuting can reduce office space and travel, but cultural stigma may discourage adoption and organisations will need to make it clear that home working is acceptable.
Where applications can significantly reduce paper consumption, such as electronic commerce, trade-offs are needed. For example, several banks now provide better interest rates for customers who no longer receive postal statements.
At an individual level, changes will affect many people’s day-to-day lives. For example, automating service management processes to deliver just-in-time system installation, start-up, shutdown and decommissioning will reduce energy needs from power, conditioning and air purification across otherwise idle servers. However, it can also change roles and reduce the number of IT staff needed.
As IT does not share the ubiquitous energy labelling of household white goods, people cannot make similar green decisions. For individuals to be more accountable for their actions, they will need emission-conscious purchasing catalogues that take account of greenhouse gas emissions.
IT procurement and project leaders will also need to base solutions on shared, standardised technology and factor in legacy disposal or recycling. Finally, operators of green IT will need to plan and predict consumption and meet peak fluctuations in demand in the most efficient way.
Promotion is essential to build awareness both with suppliers and within organisations.
On the supply side, numerous companies are trying to reduce data centre energy consumption and provide more efficient services. Those companies include both IT infrastructure suppliers and users. For example, more than 60 major IT suppliers, including AMD, Intel, Sun, and Microsoft, have formed the Green Grid consortium, seeking to lower data centre power consumption.
Technology manufacturers are starting to provide eco-labelling in the form of carbon offset figures. Organisations need to encourage this behaviour and support their IT suppliers by sharing information and ideas. For many, this requires new functionality, such as a supplier exchange portal.
The need for greater internal awareness is highlighted in a recent survey of UK IT professionals by the Green Technology Initiative. Only 24 per cent of respondents believed their company had a target to reduce its carbon footprint, while more than 90 per cent believed that tackling the carbon footprint of IT should be a core part of business strategy.
Those companies that have made the first steps are already reaping the financial rewards and it is clear that customer demand for green products and services is increasing.
Green IT is not just a route to enhance corporate reputation, it is a road that can lead directly to costs savings, increased productivity and faster time-to-market.
Alan Middleton is CEO of PA Consulting Group. Ian Murray is head of its global IT practice
