© 2008 Jupitermedia Corporation Governing IT in a Green World December 2, 2008 2:00pm EDT, 11:00am...

© 2008 Jupitermedia Corporation

Governing IT in a Green World

December 2, 20082:00pm EDT, 11:00am PDT

George Spafford, Principal ConsultantPepperweed Consulting, LLC“Optimizing The Business Value of IT”http://www.pepperweed.com


Housekeeping

• Submitting questions to speaker– Type question into small box in the Chat (Q&A)

window on the left and click the arrow button.– Questions will be answered during 10 minute Q&A

session at end of webcast.

• Technical difficulties?– Click on “Help” from top menu – select

“Troubleshooting” to test system, get FAQ– Or get tech support via Q&A tool


Main Presentation


Agenda

• Supporting the Organization’s Green Strategy

• Potential Risks

• Data Centers and Electricity

• The Green IT Process

• Management Opportunities

• Technical Opportunities

• Continuous Improvement


Supporting the Organization’s Green Strategy

• The environment and being “green” is an organizational issue– Management of ecological impacts is a necessary condition– Green needs to support the organization’s goal(s)– The Board establishes the goal(s) for the organization– The Board hires and directs management– This Board-Management linkage is true organizational

governance– Management must take the appropriate steps to

• Move towards the goal (create value)• Protect the goal (protect value)• Corporate Social Responsibility (CSR) Programs

• IT is part of the larger organizational system– IT’s green efforts need the proper context


Green IT

• Being “green” means to minimize negative environmental impacts and maximize positive impacts

• IT is a key stakeholder for a variety of reasons– Energy usage (our focus today)– E-Waste– IT services that advance the organization

• “Green IT” is becoming a buzzword to sell products and services– Gartner terms it “greenwashing”– A lot of conflicting messages and bogus claims

• Presentation focus will be on data centers and energy


Green Data Center Electrical Demand Management Benefits

Cost Savings

Brand Reputation

-Customers- Investors

-Employees

Protecting the Environment

RegulatoryCompliance

Intense Pressure


Potential Risks• Increasing Operating Expenses

– Travel and logistics costs are skyrocketing

– Increasing Energy Costs – increasing faster than budgets

• Running Out of Power– Some data centers are being told the grid can’t supply more electricity

– Can constrain growth / support of the organization

• Building yet another data center with low utilization

• Global Warming in General– The cause isn’t the issue

• Damage to the Brand

• Threat of Increased Regulation

• IT Unable to Support the Business

• Competition Solving the Riddle First


Data Centers and Electricity

• In the US, data centers consumed 1.5% of all electricity in 2006 and growing at 12%1

• Data centers forecasted to surpass airlines in terms of CO2 emissions in 2020 (due to electricity consumed)– An increase of four fold2

• Studies like these increase visibility– Brand impacts– Potential for regulation

• A very certain outcome is increased operating costs if left unmanaged

1. http://www1.eere.energy.gov/industry/saveenergynow/pdfs/doe_data_centers_presentation.pdf

2. http://bits.blogs.nytimes.com/2008/05/01/data-centers-are-becoming-big-polluters-study-finds/


Electricity and the Environment

• Obviously, IT runs on electricity• Demands are increasing• Produced in large scale predominantly via coal today

– Other methods include Hydroelectric, Natural Gas, Nuclear– Pros and Cons with Each

• Coal burning plants have come a long way in terms of lowering emissions– New renewable energy methods are gaining momentum – solar, wind,

wave, geothermal, etc.• Carbon Footprint

– Amount of CO2 released into the environment by humans– Carbon Trading – market mechanism that economically incents an

organizations to buy and sell carbon credits– Carbon tax – government taxes organizations based on CO2 released

• Water Consumption– A lot of water is consumed during power generation– Data centers use water for cooling– Fresh water could very well be a future problem


Understanding Electrical Costs

• Servers can be utilized as little as 6% on average1

• Data centers can run at 56% of peak performance1

• A data center is expensive $20 million and up

– Mega data centers can be $200-500 million just for the facility

– Improving existing capacity and avoiding building can be very beneficial

• One watt of IT power used requires about one watt of cooling

• What about your bill? Do you know what it is for IT?

• Cost = (Watts x Hours Used) / 1000 x Cost/KW Hr

• Problem is that that there are inefficiencies

1. http://bits.blogs.nytimes.com/2008/05/01/data-centers-are-becoming-big-polluters-study-finds/


Power Consumption

• Chiller 33%• IT Equipment 30%• UPS 18%• Computer Room Air

Conditioning (CRAC) 9%• Power Distribution

Units (PDUs) 5%• Humidifiers 3%• Switch / generator 1%• Lighting 1%

http://www.thegreengrid.org/gg_content/Green_Grid_Guidelines_WP.pdf

Notice how only 30% of each watt actually goes to the IT Equipment.

Out of every 10 watts sent to the data center, only 3 wind up being used by IT equipment.

42% goes to cooling

24% goes to power


Where to Begin

The Green IT Process


The Green IT Process

• Manage Green IT as a process because:– Inputs and Outputs– Sub-processes– Roles and responsibilities

• Process Owner

• Process Manager

– Metrics and reporting– Process integration is vital

• “The goal of Green IT is to support the green objectives of the organization as defined by the Board and/or a Corporate Social Responsibility management group.”


Green IT Policy Management

• Understand the organization’s position on the environment and corporate social responsibility

• Understand the current internal IT situation by assessing– The Data Center– Front Office

• Develop policies identifying what is to be done for IT to support the organization– Create and Protect Value– Short- and Long-Term


Green IT Architecture and Standards Mgt

• Need to establish and enforce standards• Work with

– Technical Management Function (ITIL)– IT Operations Management Function (ITIL)– Network Engineering– Server Engineering– Facilities Engineering– Procurement

• Need a Service Development Life Cycle Mindset– It’s not about servers in isolation– Need to understand the total costs of providing services


Green IT Functional Area Objective Mgt

• Need to ensure that various IT areas have objectives that align with:– Green IT Objectives– Organization’s Green

Strategy

• Alignment– Initially– Ongoing

• Scheduled Review

• After Major ChangeGreen IT

Objectives

Network Servers

Facilities Storage

Organization’sGreenGoals

Manufacturing IT

Sales Logistics


Green IT Assessments

• Continuous process

improvement

• Need to understand

current state

• Identify ideal states

• Gaps / opportunities

for Improvement

Plan

DoCheck

Act


Green IT Metrics• Need baselines!• Power Usage Effectiveness (PUE)

– PUE = Total Data Center Facility Power / IT Equipment Power– Total Data Center Power includes everything – PDUs, CRACs, IT

Equipment, etc.– IT Equipment Power is just computers, switches, network gear, etc.– Can use to calculate demands

• If PUE = 3 and new devices is 100 watts then total energy demands could be 3 x 100 = 300 watts total

• Data Center Infrastructure Efficiency (DCiE)– 1/PUE or IT Equipment Power / Total Data Center Power– Just a reciprocal but shows what amount of total power is being used by

the IT equipment

• Understand Actual Usage and Costs– By Service ideally

http://www.thegreengrid.org/gg_content/Green_Grid_Guidelines_WP.pdf


Green IT Process Integrations

• Green IT must work through other processes

• Mandates alone will not work

• Need mutual success

• Examples leveraging ITIL v3:– Service Strategy

• Strategy Generation, Financial Management

– Service Design• Service Level, Availability and Capacity Mgt

– Service Transition• Change and Service Asset and Configuration Management

– Service Operation• Event, Incident, and Problem Management


Cultural Change

• Set the “Tone From the Top”

• Engage the right stakeholders

– Internally

– Externally – consultants, power company, vendors, etc.

• Communicate, communicate, communicate

• Training

• Metrics drive behavior

• Revise Job Descriptions

– Clearly define responsibilities and targets

• Tie compensation to targeted objectives


Management Opportunities


Management Opportunities (1)• Implement IT Asset Management

– A discipline whose goal is to optimize the lifecycle of assets– Need to maximize Return on Assets – Understand the Total Cost of Ownership and make decisions accordingly

• Recognize the CapX/OpX trade-off• Lowest purchase cost may have highest total cost

– Develop Standards for Hardware and Facilities– Effective and Efficient Decommissioning

• Avail of government initiatives– Department of Energy– Environmental Protection Agency– State and Local governments (tax credits, bonds, etc.)

• Seek out incentives from utilities– Talk to your sales / account representative – they may have incentives for

the retirement of servers, etc.– PG&E is offering $150-300 for each server removed due to virtualization


Management Opportunities (2)• Carefully establish a data center strategy

– Improve existing centers / renovate– Build New DCs

• Google built and Amazon is building data centers in Dalles, Oregon to avail of hydroelectric power

• Leverage cooler climates, cheaper power, lower climate risks, etc.– Outsource / colocation services

• Can you build a DC that is comparable to a $200-500 million facility?– Virtualized DCs

• Electricity is 3-4x more expensive in CT than in Idaho• What about peak demand times in NYC vs off-peak in Tokyo?

• Financial Management– Budgeting– Truly understand total cost of ownership

• IT Service Level• Asset level

– Track power consumption relative to IT services rendered• At the least, track the data center’s electrical costs

– Understand how business units are consuming what amount of power and totaling what cost?

• Drive accountability


Management Opportunities (3)• ITIL Capacity Management

– Capacity Management is tasked with providing IT resources to the organization in a cost-effective manner.

– Need to factor green IT concepts in• Planning for the Future• Tracking Existing Use

– Need formal modeling of capacity requirements vs. ballpark estimates– Too much capacity leads to inefficient power utilization

• True for UPSes, CRACs, etc

– Conduct Annual Power Assessments• Review how power is being used• Look for opportunities to improve

• Project Management– Mandate that green requirements be identified in project requests– Ensure compliance to standards at outset and at each control gate– Look for lessons learned


High-Level Technical Opportunities

The 7/21/08 – “Implementing a Green Data Center” Webinar

Provided more technical and focused on opportunities within the data center to reduce energy consumption

http://solutions.internet.com/4991_default


Technical Opportunities (1)• Consolidate Applications

– Do you really need 20 different financial packages?

– Can you reduce the servers and storage?

• Identify and Remove Ghosts– 20-30% of servers may no longer be generating value but till incurring operating expenses1

• 1 Watt IT Equipment Saved Reduces Cooling 1 Watt– Savings on IT equipment can be a 2-for-1 or even greater

• Newer is Typically Better– Some cultures “run until things break”

• Some systems are 10-20 years old

– Newer has more efficient components, better power management, etc.

– Fairly true across the board: • Servers – Can have dramatic savings considering low average computational utilization to begin with

• Desktops – Reductions of over 50%

• UPSes – reduction of power loss of up to 70% over 15 year old systems1

• Chillers –Reductions of 50%2

1 Brill, Kenneth G. "Data Center Dirty Secrets." Forbes. June 30, 2008. http://www.forbes.com/technology/2008/06/29/google-microsoft-economics-tech-cio-cx_kgb_0630goog.html

2 The Green Data Center: Steps for the Journey. http://www.redbooks.ibm.com/abstracts/redp4413.html


Technical Opportunities (2)

• Consolidation & Virtualization of Servers– Easy to add/remove servers– Only power up what is needed– Virtualize hosts or even the data center

• Data Center Design– Set the temperature no colder than it needs to be

• Temperature based on manufacturer recommendations• Do not want to void warranties!• Set on the cool intake side, not the exhaust side

– Improve air flow• Utilize hot and cold aisle designs• close leaks, partitions, properly place ducts, cooling tiles, diffusers, etc.

– Leverage economizers in the cooling system– Replace old PDUs, Chillers, CRACs, etc.



• Pursue Modular Design Approaches– How can we scale over time– We are increasingly zone-centric – not average– Need to evaluate pods– Evolved from electrical component, to board level, to server and now to

pod-level

• Use Power Management Features– Studies have shown that usage fluctuates on many systems but power

consumption does not – this tells us that existing power management features are not being used

– Proper configuration can reduce power demands by 20%1

• Understand Redundancy Energy Costs of redundancy– Redundant (N+1) systems – spares are consuming power if on– Sometimes hot backups are needed, but not always– Review if clusters / hot spares are always needed

1. http://www.computerworld.com/action/article.do?command=viewArticleBasic&articleId=295302



• Monitor Power Use– Monitor power to the rack level if possible– Track and trend over time

• Distributed Generation / On-site Generation– Augmentation - Supply peak power– Cover power loss from utility– Re-sell power to the utility– Technologies

• Geothermal

– Chena hot springs dropped kw/hr cost from $0.30 to $0.06• Hydroelectric• Solar power• Wind Turbines• More options are appearing weekly!


Continuous Improvement• The first step is only the

beginning of a journey• Needs will change as

technologies and the world changes

• Leverage metrics where possible to track status

• Conduct quarterly reviews of progress

• Maintain the tone from the top• Formally schedule reviews to

assess the current state and look for new opportunities

Where do we want to be?

Where are we now?

How do we get to where we want to be?

How do we monitorProgress?

Vision and Objectives

Audits / Assessments

Process Improvement(Leverage Best Practices)

Metrics and Critical Success Factors


New Pocket Guide – The Governance of Green IT

• Available from IT Governance

• Covers Governance and Process Considerations

• Introduces the Green IT Process in More Detail

• Target publish date is December 11, 2008

• Pre-orders Now

• International order site:

www.itgovernance.co.uk/products/2106

• US order site:

www.itgovernanceUSA.com/product/1827.aspx


Resources (1)• The News - Archive, RSS and Email Subscription Instructions

http://www.spaffordconsulting.com/dailynews.html

• George’s Green IT Resource Pagehttp://www.spaffordconsulting.com/GreenITResources.html

• Mike Ebbers, Alvin Galea, Marc Tu Duy Khiem, and Michael Schaefer. “The Green Data Center – Steps for the Journey” RedPaper Draft (June 2, 2008 Draft)http://www.redbooks.ibm.com/abstracts/redp4413.html

• Uptime Institutehttp://www.uptimeinstitute.org/

• US Department of Energy – Energy Efficiency and Renewable Energyhttp://www1.eere.energy.gov/industry/saveenergynow/partnering_data_centers.html

• DOE – Creating Energy Efficient Data Centershttp://www1.eere.energy.gov/industry/saveenergynow/pdfs/doe_data_centers_presentation.pdf

• American Society of Heating, Refrigeration and Air-Conditioning Engineers – Technical Committee 9.9http://tc99.ashraetcs.org/

• The Data Center Journalhttp://datacenterjournal.com/

• The Green Gridhttp://www.thegreengrid.org


Resources (2)• Simon Mingay. “10 Key Elements of a ‘Green IT’ Strategy”. Gartner. December 2007.

• Energy Information Administration. Electric Power Monthlyhttp://www.eia.doe.gov/cneaf/electricity/epm/epm_sum.html

• National Data Center Energy Efficiency Information Programhttp://www1.eere.energy.gov/industry/saveenergynow/pdfs/national_data_center_fact_sheet.pdf

• Lawrence Berkeley National Labs – Data Center Best Practiceshttp://hightech.lbl.gov/datacenters.html

• Kenneth G Brill. “Data Center Energy Efficiency and Productivity”. The Uptime Institute. 2007.http://www.cio.co.uk/whitepapers/index.cfm?whitepaperid=4241

• Cogeneration & On-site Power Productionhttp://www.cospp.com

• US Department of Energy – Distributed Energy Programhttp://www.eere.energy.gov/de/

• Chena Hot Springs Geothermal Projecthttp://www.yourownpower.com/

• State of California – Distributed Energy Resource Guidehttp://www.energy.ca.gov/distgen/index.html


Thank you for the privilege of facilitating this webcast

George [email protected]

http://www.pepperweed.com

The News - Archive, RSS and Email Subscription Instructionshttp://www.spaffordconsulting.com/dailynews.html

(Covers IT management, business, energy, security and a host of other topics)


Sponsor Slides Follow


Questions?


Next Green IT Webcast

On 12/15/08 – “Leveraging Software to Improve Energy Efficiency”

http://solutions.internet.com/5346_default


Thank you for attending

If you have any further questions, e-mail [email protected]

For future internet.com Webcasts, visit www.internet.com/webcasts

© 2008 Jupitermedia Corporation Governing IT in a Green World December 2, 2008 2:00pm EDT, 11:00am...

Documents

Transcript of © 2008 Jupitermedia Corporation Governing IT in a Green World December 2, 2008 2:00pm EDT, 11:00am...