What makes IT greener also makes it more effective and less costly.

1. Greater Philadelphia Green Business
Program and Commitment
David Calloway
Green IT Catalyst
Green IT Digest and
WriteBrain Communicates Technology
January 28, 2010

2. If the video doesn’t launch, copy-paste this string into your browser:
http://www.youtube.com/watch?v=VSNFE6eUjfY;
OR, in YouTube.com, find “IBM tree hugger”
David Calloway
January 26, 2010 2
http://GreenITDigest.blogspot.com

3. Purpose of this presentation
What Green IT is, and why I’m excited about it
Why Green IT matters to your organization
The Challenges and Opportunities in
Greening IT
Trends Driving Green IT
Present and Future of Green IT
Green IT 1.0: Cleaning up IT
Green IT 2.0: IT Cleaning up The World
David Calloway January 28, 2010 3

4. To update on local Green IT successes
To share ideas to help your IT folks go Green
To make the case that Green and IT belong
together, and that—
IT’s participation is strategically vital to
sustainability initiatives
David Calloway January 28, 2010 4

5. The key to Green IT,
To paraphrase Green IT for Dummies:
Ignoring Green IT will cost you money.
Pretty much everything that makes
IT greener also reduces expenses.
David Calloway January 28, 2010 5

6. What is Green IT?
Forrester Research identifies two kinds:
Green IT 1.0 makes IT more sustainable.
Green IT 2.0 uses IT to make everything else
more sustainable.
Examples
Green IT 1.0: Hewlett Packard cuts global
computing platform costs in half, from 4% to 2%
of annual revenue— about $1 billion a year.
Green IT 2.0: IBM cuts Stockholm’s traffic
congestion 18%-- and growing.
This is not your Father’s DP Department.
Father’
David Calloway January 28, 2010 6

7. Been in IT most of my career,
and an Environmentalist most of my life
Love advocating for things I believe in
Fast-growing segment of IT market
Triple Bottom Line: People, Planet, Profit.
Over the long term, Profit requires the cooperation
of the other two.
David Calloway January 28, 2010 7

8. Why your Organization will
get Excited about Green IT
Fast payback
Strong grass roots support likely
Opportunity to clean out obsolete and ineffective
business practices
Neutral target for re-engineering efforts
Green Web 2.0 technologies: new ways
to connect, create and manage, while spending and
consuming less
David Calloway January 28, 2010 8

9. IT is a resource hog, and getting worse
IT budgets are rising; many grew even while
economy was shrinking*
High turnover of equipment – lots of toxic
scrap
IT is integral to business
IT is highly technical and incredibly
complex * Symantec, 2009
David Calloway January 26, 2010 9

10. What IT does is inherently Green:*
◦ Large amounts of data can move long
distances at very little cost
◦ Knowledge is the enemy of waste,
mistakes, abuse, corruption, loss…
High turnover of equipment = more
frequent opportunities to “green-up”
Saving the planet is also highly technical
and incredibly complex
* Carol Baroudi, Aberdeen Group
David Calloway January 26, 2010 10

11. If the video doesn’t launch, copy-paste this string into your browser:
http://www.youtube.com/watch?v=lhuQC8sfGE4&feature=related ;
OR, in YouTube.com, find “IBM tree hugger”
David Calloway January 26, 2010 11

12. Shareholder expectations, diversity
Costlier process resources: caps off electric
rates, water shortages
Non-compliance fines and penalties growing
Even when the economy is shrinking, IT keeps
growing*
Greater demands on IT; within, between, and
outside of enterprises
* IBM Green Computing Study
David Calloway January 26, 2010 12

13. Climate change
Fossil fuels declining, demand increasing
Disposal of wastes- hazardous and
voluminous
Risks and costs of transporting people and
goods
Threatened extinctions and disappearing
ecosystems
David Calloway January 26, 2010 13

14. Stakeholder expectations
Market expectations
Legislative and regulatory pressures
Fears of “Greenwashing”
International cooperation on standards
David Calloway January 26, 2010 14

15. Technology
Virtualization, Cloud computing, scalable
power & cooling, mobile computing…
Web 2.0— Social media, portals, virtual
workspaces, KM-CM
Real-time monitoring and feedback,
performance dashboards,
Systems that finally talk to each other
David Calloway January 26, 2010 15

16. Clinical toxicology and forensic testing laboratory
Customers are healthcare providers, medical
researchers, coroners, and the criminal justice
system
Kind of like CSI on TV but not as fancy or as quick
Grass roots effort triggered C-level action
Started with Broad-based energy and resource
conservation across operations, not just IT
IT contributed to advances throughout the firm
David Calloway January 26, 2010 16

17. Forrester Research defines levels of Green IT
Green IT 1.0: Make IT more sustainable
Green IT 2.0: Use IT to make everything else
more sustainable
David Calloway January 26, 2010 17

18. The Green Data Center
The Data Center is not an office:
up to 100x the power appetite per square
foot of an average office
Computing and communication equipment
full of toxic substances—
great need for Cradle-to-Cradle Procurement
and Disposal
A concentrated testing ground for Carbon
Calculators
David Calloway January 26, 2010 18

19. Green
Solutions:
• Outsourcing
• Consolidation
• Virtualization
• Cloud Computing
• Deduplication
• Free and cheap cooling
• Hot & Cold don’t mix
• Scalable power and cooling
David Calloway January 26, 2010 19

20. Local Example: Manko Gold Katcher & Fox,
Bala Cynwyd
Environmental and Energy Law Practice
Sustainability leader in region
Hosted data center of 2 years meets high
standards for sustainability and security
Today, cooling servers with (brrr!) outside air
David Calloway January 26, 2010 20

21. Local Example:
Morgan Lewis, Philadelphia
Walk the Talk: Law firm serves Energy, Clean
Tech and Green IT sectors
New data center 2 years ago
Virtualization, big cut in number of servers
Reduced COO (cost of operations), energy
consumption, and GHGs (greenhouse gases)
David Calloway January 26, 2010 21

22. David Calloway January 26, 2010 22

23. What makes an enterprise effective and lean,
also makes it clean and green
Old mantra: “Reduce, Re-use, Recycle”
Web 2.0 mantra:
“Re-purpose, Re-allocate, Renovate”
Get full value from paid-for assets, virtual as
well as physical
David Calloway January 26, 2010 23

24. Enterprise Carbon Accounting
Real-time Collaboration: Projects, Tracking,
Monitoring, Workflow, Process Flow,
Accounting, Live Meetings, Digital
Documents, Telecommuting…
Less travel, shipping, energy, waste
More output
David Calloway January 26, 2010 24

25. Customer: Tennant Company, Minneapolis, MN
Environmental mission: longer-lasting concrete
surfaces avoid damage & replacement
885 nation-wide vehicle
ARI’s EnviroFleet® improves fleet operations,
reduces costs and environmental impact
GPS-driven technology assures operator
compliance with Safety and Environmental policies
Vendor-customer partnership for sustainable
business, in a sustainable environment
David Calloway January 26, 2010 25

26. If the video doesn’t launch, copy-paste this string into your browser:
http://www.youtube.com/watch?v=KD_pnHv_TTg&feature=player_embedded;
OR, in YouTube.com, find “IBM tree hugger”
David Calloway January 26, 2010 26

27. Seek to create a sustainability partnership
with IT, and individual ITers.
There’s always a business case for doing
things better.
Neutral target for re-engineering efforts: look
at 3M’s 3P: Pollution Prevention Pays
Learn about Web 2.0, and look for ways to
use it
David Calloway January 28, 2010 27

28. Why a Sustainable Future?
Because there is no other kind.
David Calloway
January 28, 2010 28
http://GreenITDigest.blogspot.com