Lessons Learned from IBM Project Big Green

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Well, I'm in Tokyo Japan, and even though the [G8 Summit] is over in Sapporo, we could notice theheightened security here in Tokyo.

Companies here in Japan are very concerned about rising energy costs.Over on The Raised Floor blog, Will Runyon's post[Lessons Learned] pointsto David Metcalfe's article on GreenerComputing.com titled[LessonsLearned from IBM's Big Green Initiative]. Here are select excerpts:

1. Exploit IT's information management role

   "... firms don't have the detailed electricity consumption data they need to implement energy efficiency initiatives. What they have is an energy bill for a facility."

   A common adage is that "you can't manage what you don't measure." IBM has beefed up the ability to measure andmonitor electricity usage, not just IBM servers and storage, but also non-IBM IT equipment and facilities infrastructurelike UPS, HVAC, lighting and security alarm systems.

2. Hitch Green IT to data centre refurbishment projects

"Energy savings alone don't constitute a business case to overhaul an existing data centre, undertake a refurbishment project or build a new Green Data Centre."

Either CIOs don't have the measurements of electricity to perform an ROI or cost/benefit analysis, or the facilitiesfolks that sense improvements are possible may not see the big picture compared to other business investments.Instead, IBM seeks to incorporate IT energy efficiency best practices into existing business plans for data center improvements.



3. Tackle corporate energy efficiency and emissions

"... a strategy discussion and corporate carbon diagnostic are the start point to stimulate demand. Not a cold sell on Green IT."

Project Big Green is more than just an IT project.IBM's Global Business Services consultants have transformed it into a Carbon Management Strategy encompassing employees, information, property, the supply chain, customers and products. For companies that are looking atreducing their carbon footprint overall, this approach makes a lot of sense.



4. Differentiate offerings by industry and country

"The inability to get more power into urban data centres has driven demand for energy efficiency by banks, telcos and outsourcers."

Different countries, and different industries, have different priorities.Europe, and in particular the UK, focuses on carbon emissions as much as energy costs due to mandatory emissions caps.For data centers in the largest cities, an increase in electrical supply may not be available, or be too expensive,and the time it takes to build a new data center elsewhere, typically 12-18 months, may not be soon enough to handlecurrent business growth rates. Energy efficiency projects can help buy them some time.



5. Plan for slow customer adoption

"IBM is developing the market for IT energy efficiency and carbon management services. And its very much an early stage market today."

IBM is frequently on the forefront of new technologies and emerging markets, so it is no surprise that we areused to dealing with slow customer adoption. The combination of high energy costs, tightening regulations and stakeholder pressure will drive the market. Larger companies and government organizations that have the meansto make these necessary changes will probably lead the adoption curve.



6. Prepare for investment barriers to IT energy efficiency

"With the low hanging fruit picked, IBM has found that there is an unwillingness to spend money on planting a new orchard."

IBM has helped IT clients with quick fixes offering rapid payback such as adjusting data center temperature and humidity to reduce energy consumption. But in the current economic environment, persuading firms to install variable speed fans with a 6-year payback is much tougher. Again, this is a matter of CIOs and other upper level management balancingfinancial investment decisions with some foresight and vision for the future.

Project Big Green launched back in May 2007, and last month IBM renewed its commitment with Project Big Green 2.0,continuing to enhance product and service offerings in support for this much needed area. And while the leadersin the G8 Summit will discuss a variety of topics, three top "green" issues on their agenda include rising energy costs, global climate change and controlling carbon emissions.

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