RickBauer Building The Green Data Center

BUILDING THE GREEN DATA CENTER:
Towards Best Practices and Technical

Considerations
Rick Bauer, Technology & Education Director, SNIA
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Building the Green Data Center
© 2009 Storage Networking Industry Association. All Rights Reserved.
2
Abstract
The green data center has moved from the theoretical to the
realistic, with IT leaders being challenged to construct new
data centers (or retrofit existing ones) with energy saving
features, sustainable materials, and other environmental
efficiencies in mind.
This tutorial will survey the wide variety of options and issues
that the data center designer must keep in mind in these
matters, as well as illustrate how government regulation and
certification will be affecting the data centers of the future.
Analysis will include the US Green Building Council LEED
standard, as well as other regulatory standards that are
driving green data center construction.

3
Presentation Outline
Buildings and Data Centers: Energy Drains & Gains
What is the Green Data Center?
Technology Options for Facilities New & Old
What Facilities Folks Wish IT Folks Knew About Building
Construction
What IT Folks Wish Facilities Folks Knew About IT
Emerging Standards
US, EU, Japan
Up Close: Green Data Center Examples
Beyond Greening the Data Center: Toward Sustainable Storage
Backup Slides: Bibliography, Links, Sources

4
Environmental Impact of Buildings
% of US Annual Impact
Land Use 12
Other Releases 13
Water Effluents 20
Water Use 25
Solid Waste 25
Raw materials use 30
Atmospheric Emissions 40
Energy Use 42
0 5 10 15 20 25 30 35 40 45
Systematic Evaluation and Assessment of Building Environmental Performance (SEABEP), paper for presentation to
"Buildings and Environment", Paris, 9-12 June, 1997. Source: Levin, H. (1997)

5
Data Centers: Hungry for Power*
*http://www.sustainability.com/SF/home

6
Concern of Data Center Managers
“The Efficient Data Center: Improving Operational Economy & Availability, 2007 Data Center Users Group Conference”, p 2.

7
The Only Constant is Change
“The Efficient Data Center: Improving Operational Economy & Availability, 2007 Data Center Users Group Conference”, p 4.

8
An Inconvenient Bill:
U.S. 2006: $4.5 BILLION
U.S. 2011: $7.4

BILLION
9
Worldwide External Storage Market:
The Cost to Power/Cool VS. Installed Exabytes
Spending
Installed EBs (US$B)
50 $3.0
45 Installed EBs
Power/Cooling Costs $2.5
40
35
$2.0
30
25 $1.5
20
$1.0
15
10
$0.5
5
0 $0.0
2005 2006 2007 2008 2009 2010 2011
IDC, "The Real costs to Power and Cool All the World's External Storage," Doc # 212714, June 2008 - All rights
reserved.
Worldwide External Enterprise Storage
Carbon Footprint, 2006-2011*
2006 2007 2008 2009 2010 2011
HDD installed base (M)* 35.3 42.6 49.3 56.4 65.2 78.4
Average watts/HDD ~13 <9.0
HDD Billion kilowatt-hours (BkWh) 3.9 4.8 5.5 6.1 6.6 7.1
Additional non-HDD BkWh 3.9 4.8 5.5 6.1 6.6 7.1
Additional BkWh for Cooling 7.8 9.5 11.0 12.2 13.1 14.3
Total BkWh 15.5 19.0 22.0 24.3 26.2 28.5
Worldwide electricity costs/kWh ($) 0.07 0.09
Total costs of electricity ($B) 1.1 1.3 1.8 2.0 2.4 2.6
Pounds of CO2 (B) 24 >40
*Includes HDDs effectively installed for the purpose of calculations. In other words, not all HDDs were shipped on
January 1 of any given year.
IDC, "The Real costs to Power and Cool All the World's External Storage," Doc # 212714, June 2008 - All rights
reserved.
11
EPA 2006 Report on Data Centers
The creation of standard metrics so data center operators can measure and
assess their energy consumption and performance.
Calling on the private-sector to conduct energy-efficiency assessments at their
companies’ data centers, implement improvements and report energy
performance.
Distribution of “objective, credible information” on the performance of new
technologies and their impact on data center energy consumption/performance.
The development of standardized energy performance measures for data
center equipment.
More research by government and university researchers, along with utilities,
to develop technologies and best practices for data center efficiency.
The development of federal purchasing specifications for energy performance at
outsourced data centers.
Considering state and local regulations to measure data center energy
consumption.
Asking electric utilities to consider offering incentives to companies that run
energy-efficient data centers.
12
Data Center Power Draws

13
Power Flow in the Data Center
The above data center is said to be 30% efficient, based on the fraction of the input power that actually goes
to the IT load. For a more detailed understanding of where the power goes and how the different types of
equipment contribute to the load, consult APC White Paper #113, “Electrical Efficiency Modeling for Data
Centers.”

14
Electricity & Data Center Design:
Separated at Birth?
Traditionally, electrical power usage has not been a
typical design criterion for data centers.
Expenses for data center power have not been tightly
coupled to the data center performance criteria and
ROI.
According to the Uptime Institute, more than 60
percent of the power used to cool equipment in the
data center is completely wasted. “Data centers that
used to cost $10 million now cost $100 million,” says
Jonathan Koomey, staff scientist at Lawrence Berkeley
National Laboratory. “That kind of expenditure gets C-
level attention.”
15
How Did IT Get this Way?*
The billed electrical costs come after the charges are incurred and
are not clearly linked to any particular decisions or operating
practices. Therefore they are viewed as inevitable.
Tools for modeling the electrical costs of data centers are not
widely available and are not commonly used during data center
design.
The billed electrical costs are often not within the responsibility or
budget of the data center operating group.
The electrical bill for the data center may be included within a
larger electrical bill and may not be available separately.
Decision makers are not provided sufficient information during
planning and purchasing decisions regarding the electrical cost
consequences.
*Neil Rasmussen, Implementing Energy Efficient Data Centers, American Power Conversion, used by permission
16
What is the “OSI Stack”
for a Data Center? Complexity Issues
Applications
Application Services
Applications and
Common Operating Environment
Platforms
Operating Systems
Compute Platforms
Data Storage and Retention
Switch Infrastructures
Non-Electric IT Components
Physical IT Spaces
Mechanical & Electrical Distribution
Data Center
Mechanical & Electrical Supply
Building Architecture
Electrical and Telecomm Utilities
In-Country Real Estate
International Geography
17
What is the Green Data Center?
A green data center is a repository for the storage,

management, and dissemination of data in which the
mechanical, lighting, electrical and computer systems
are designed for maximum energy efficiency and
minimum environmental impact.

18
Reasons to Adopt a
Green Data Center Strategy
Source: Aberdeen Group, January 2008

19
Tough Choices:
Power Reduction Options?
1. Those that avoid energy consumption, but do not

reduce power requirements?
2. Those that allow the reduction of installed power
capacity?
Answer? : 2
Any avoidance of energy consumption, engineered when
configuring total power capacity in the design of a data center,
is worth approximately twice as much as temporary
consumption avoidance.
--“A watt in time saves…err…two.”

20
The Cascade Effect
Server
component A one watt reduction in a server
-1.0W -1.18W
1 Watt component results in a 2.84
saved here cascaded wattage reduction in the
DC-DC AC-DC
data center ecosystem
-1.49W
additional and .31 -2.84W
.18 Watt here Watt here Power Reduction
distribution
-1.53W
and .04
Watt here
UPS
-1.67W
and .14
Watt here
Cooling
-2.74W
and 1.07
Building
Watt here
Switchgear/
Source: “Energy Logic: Reducing Data Center Energy Consumption by Transformer
Creating Savings that Cascade Across Systems”, Emerson Network Power, ©2008
and .10
Building the Green Data Center Watt here
Technology Options for
Data Center Managers
Thermal Zone
Mapping
Utilizing allows
for heat
exchange
options,
optimized
deployment of
cooling
Ongoing
discussions of
optimal
temperature for
equipment
22
Storage-specific Power/Cooling data
Each component of a Storage system has Power and

Cooling requirements
Understand “Idle” (stand-by) vs. “Loaded” (R/W)
Label ratings are usually peak power required
If you design using this data, your power/cooling equipment will be
(grossly) over-built (Bad!), and CapEx will suffer.
Operating equipment below its rated temperature offers little
(no?) benefits (except for Operators!)
Some manufacturers offer better data or design info
If you really want to know, you have to instrument in
order to get real measurements.
Or, you could wait to see what SNIA comes out with…
23
Data Center Managers:
Virtualization software with power resource management

features allows the administrator to power down inactive
servers during non peak hours so workloads can be migrated
and consolidated to fewer servers while the others remain in
standby or sleep mode.
As a rule of thumb, using virtualization and efficient Power &
Cooling techniques and best practices can provide savings of the
order of $700/year/workload.
In the storage area, following some best practices like data
consolidation on fewer higher capacity drives, deduplication,
space efficient snapshots and thin provisioning can effectively
provide savings upwards of $2250/year/TB of useable data.

24
Storage Energy Efficiency Strategies
Increase disk utilization
Dynamic provisioning (30-40%, or even > 60%)
Reduce or eliminate hot spots
Load balancing
Reduce physical resources required
Data compression (2:1 or 3:1)
Eliminate redundant data
Data de-duplication (up to 20:1)
Optimize cost effectiveness and reduce power requirements
Tiered storage management
Reduce data retention costs and power requirements
Active archive software
Decrease power requirement density
Spin-down of inactive disks

25
Data Center Managers: Available Today
Source: Aberdeen Group, January 2008

26
Energy Savings Actions & ROI
Savings
Independent of Energy Savings with the Cascade Effect
Energy Saving Other Actions
ROI
Action
Savings Savings Cumulative
Savings (kW) Savings (%)
(kW) (%) Savings (kW)
Lower power
111 10% 111 10% 111 12-18 months
processors
High-efficiency
141 12% 124 11% 235 5 to 7 months
power supplies
Power management
125 11% 86 8% 321 Immediate
features
TCO reduced
Blade servers 8 1% 7 1% 328
38%*
TCO reduced
Server virtualization 156 14% 86 8% 414
63%**
415V AC power
34 3% 20 2% 434 2 to 3 months
distribution
*Source for blade TCO: IDC Building the Green Data Center
27
*Source for virtualization TCO: VMware
Energy Savings Actions & ROI (cont.)
Savings
Independent of Energy Savings with the Cascade Effect
Energy Saving Other Actions ROI
Action
Savings Savings Cumulative
Savings (kW) Savings (%)
(kW) (%) Savings (kW)
Cooling best
24 2% 15 1% 449 4 to 6 months
practices
Variable capacity
4 to 10
cooling: variable 79 7% 49 4% 498
months
speed fan drives
Supplemental 10 to 12
200 18% 72 6% 570
cooling months
Monitoring &
optimization:
25 2% 15 1% 585 3 to 6 months
Cooling units
synchronized
Source: “Energy Logic: Reducing Data Center Energy Consumption by Creating Savings that Cascade Across Systems.”
©2008 Emerson Network Power. Used by permission.

28
Recommended Strategies
For IT Industry:
Support energy efficiency metric development through
Green Grid and other bodies
Advocate for utility incentive programs
Join appropriate industry organizations and offer products
that meet standards
Partner with customers to deliver technologies, products,
and solutions that drive towards “Green IT”

29
What Facilities Folks Wish IT Folks Knew
About Building Construction
We’ve got more than IT to worry about.

The world does not revolve around IT.
Tell us what you want, what you really, really want.
Do you not think we don’t know our jobs?
We really ought to talk more often.
The only tool our CFO has to manage the power
expenses in our facilities is the electric bill.
We can’t keep doing this forever.

30
Facilities vs. IT in the Datacenter
Who represents IT to the Facilities staff?

Right now, the whole conversation is about Servers!
Try to find “Storage” mentioned in any recent article on
power/cooling problems in the datacenter….
Try to find “Storage” mentioned in any Utility program.
Can you show that Storage is significant to the power/
cooling load (via modeling or measuring)?
Organizational differences (who owns what?)
Do you talk with your Facilities managers?
Do your decisions affect each other? (YES!)
When will you start planning together?
31
What IT Folks Wish Facilities
Folks Knew About IT
If this thing goes down, people start getting upset.
There is a lot of complexity here, and it’s not like
throwing a power switch.
Our landscape is changing, and (confidentially) I really
didn’t get a lot of training in this energy management
area.
We really ought to talk more often.
The only tool our CIO has to manage the power
expenses in our facilities is the electric bill, and then
he has to meet with the CFO.
We can’t keep doing this forever.
32
Increasing Green Regulations
Affecting Storage and IT
Worldwide Environmental Regulations:
• Japan
− Law Concerning the Promotion of Procurement
of Eco-friendly Goods and Services
− Energy Conservation Policy for Large Companies
• China
− RoHS to regulate Hazardous substances
• Europe
− WEEE to regulate waste of electronic equipment
− RoHS future requirements
− EU Code of Conduct for Data Centers
• United States
− EPA report to Congress on datacenter energy use
− AB32 law passed in California
33
European Union Code of
Conduct for Data Centres
Best practices for data centre operators as

referenced in the Code of Conduct (27 in total).
Provided as an education and reference document;
volunteer participation/guidance only (at this time).
Scale 1 to 5 on perceived value to improvement

34
Emerging Standards: US LEED
“Leadership in Energy & Environmental Design”
US Green Building Council (Private Concern)

Leadership in Energy and Environmental Design
What types of buildings can use LEED?
How does LEED work?
Is LEED training available?
How much does it cost to register a project?
What is the average LEED certification fee?
What are the strengths and weaknesses of
LEED for the Data Center?

35
Analysis of LEED
Standards around Green Data Centers just emerging

Opportunity for SNIA/Green Grid, other standards orgs
Trade-Off Equations Provide Opportunities to
“Game the Green” System
“PR Green” v. “Genuine Green”
Need better volunteer engagements from IT
professionals (SNIA GSI/Green Grid) to incorporate
intensive feedback into its ongoing development
About 250 volunteers on LEED committees
LEED continues to evolve and maintain its relevance while
encouraging continuous improvement within the building
industry. Building the Green Data Center
36
European CIOs are being pulled into
Green IT agenda by industry drivers
PUSH PULL
Governments and regulators seek to control

New standards drive energy efficiency in data
spiralling power costs of IT (e.g.
centre design: building standards LEED in
DEFRA/MTP find that ICT accounts for
US and BREEM in UK, UK Market
4% of UK CO2 and will grow by 180%
Transformation Programme (MTP)
between 2008-2010)
Industry groups (e.g. Uptime Institute, UK’s
Client concerns of power consumption of high
Environmental IT Leadership, EU ) design
performance IT systems (e.g. blade
new IT standards for procurement evaluation
servers)
such as “performance per watt”
Refresh infrastructure to replace ageing and Government tax/power utility incentives to assist
energy-sapping systems in energy efficient solutions (e.g. Pacific Gas
+ Electric Rebates with Sun)
Companies commit to carbon reduction

CIO’s set energy efficiency targets for IT cost
targets to appease investor demands for
avoidance
sustainable businesses

37
Emerging Standards: Japan
Tokyo Climate Change Strategy by Tokyo Metropolitan Gov’t.
CO2 Emission Reduction Program
Targeting business
1,300 Energy intensive industries and office. Using more than
1,500kl fuel or more than 6 million kWh
Set a target; Reduction Rate
Planning Stage Evaluation
Reduction Rate > 5%: AA
Reduction Rate > 2%: A+
Full cover “TMG selected basic 12 measurement”: A
Cover only operational measure: B
Not cover even operational measures: C
Final Stage Evaluation
Outstanding case: AAA
Achievement of Reduction Rate: AA
Full cover operational measurement: A
Others: B, C Building the Green Data Center 38
First US LEED Certified Data Center:
Fannie Mae Technology Center
247,000 square-foot data center and office

building (Urbana, MD—metro Washington DC
area), first LEED certification to a data center,
August 5, 2005.
"By forging the way for green data centers, Fannie
Mae [has] pioneered a new building type for
sustainability," said Max Zahniser, LEED New
Construction Certification manager of the USGBC.
“Designing a data center to meet LEED
requirements set forth unique challenges… we
had to be creative in boosting the sustainability
factor in every aspect of this project from selecting
only the most energy efficient systems to recycling
construction waste at the project's end," said
Joseph Lauro, senior project architect. "We were
able to reduce overall energy consumption by
20%."

39
Datacenter Wins Green Enterprise
IT Award from Uptime Institute
360 racks @ 8 kW/rack
PUE ratio = 1.37
$465,000/year savings vs. 1.78
PUE
CO2 reduced by 7100 tons/year
= emissions of 1200 cars/year Infrared shows very uniform temperatures
Warm areas from not covering empty rack space
Modulating dampers supply
enclosed pressure-controlled
rooms
Reduced air mixing
Reduced fan horsepower
Greater cooling capacity
Elimination of hot spots
Best Practices
Suggested Best Practices Anticipated Benefit

Hot & Cold aisles Lower server/storage temperatures
Eliminate gaps in rows Better system reliability
Use longer rows Better uptime
Use blanking panels Extends life of current data centre
Orient AC units perpendicular to hot aisles Increased reliability of your servers/storage
Use 0.8m to 1.0m high floors Lower TCO
Seal cable cutouts Lower energy usage
Use high/low density areas matching airflow Maximizes server /storage density
requirements.
Deploy power efficient platforms
Enable power management features

41
Toward Sustainable Storage
Sustainable digital storage is designing, manufacturing,

deploying, managing, and recycling digital information
storage in a manner that meets the information needs of
the present without compromising the ability of future
generations to meet their own information needs.*
*Adapted from World Commission on Environment and Development, commonly

known as the Bruntland Commission, 1987.

42
The Broader Perspective:
Sustainable Storage
Runs on
renewable
Optimized energy
benefits for
all
Ensures Uses
social resources
equity well
Supports
Aligns
living
incentives
systems

43
Sustainable Storage:
A Global Perspective
Runs on clean, renewable energy. Is powered by natural,

perpetual flows of energy - principally, like virtually all life on
earth, from the constant energy of the sun.
Uses all resources productively. Eliminates the concept of
waste. Emphasizes services over products.
Supports healthy living systems. Maintains and restores the
health of people and natural systems.
Aligns market incentives with long-term social good.
Aligns structural incentives to encourage the pursuit of
economic, social, and environmental ambitions. Makes economic
systems honestly account for value created and lost.
Ensures social equity. Generally embodies a broad definition
of democracy.
44
Closing thoughts
“Being green is a journey.
As technology plays an important role it is even more

important that the individual be aware and be responsible
of his actions.
Hopefully our grandchildren will still look up and see a

blue sky.”
Lee-An Tan
General Manager
Datacraft Asia

45
The Green & Virtual Data Center
Theory and Practice

elegantly combined
Helpful set of best practices
checklist
Good insight into power
distribution, software &
hardware green practices
Intelligent and adaptive
power management best
practices

46
Q&A / Feedback
Please send any questions or comments on this presentation
to trackgreenstorage@snia.org
Many thanks to the following individuals
for their contributions to this tutorial.
- SNIA Education Committee
Juergen Arnold Jeffrey Hill
Mark Bramfitt Markus Ismael
Mark Carlson Richie Lary
Gene Chesser Neil Rasmussen
Tom Conroy Denise Ridolfo
Data Center User’s Group David Reinsel
James Dow Andrew Schaeffer
Shinobu Fujihara Lee An Tan
Mike Glodo Sol Squire
SNIA Green Storage TWG SW Worth
Greg Schulz
47
Reference to other Green Tutorials
To be generated with schedule
Check out SNIA Tutorial:

Enter Tutorial Title Here

48
BACKUP SLIDES
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Additional Topics
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Power Conversion. Heat Management: Ready or Not?” Research sponsored
Schmidt, Roger, and Don Beaty. 2005. ASHRAE by AMD. Available at
Committee Formed to Establish Thermal Guidelines for http://enterprise.amd.com/Downloads/Ziff_Power_and_
Datacom Facilities. Electronics Cooling, February. Cooling_IT_DC_survey2_en.pdf

52
Links and Sources
Regulatory Information Publications
US LEED Program: http://www.usgbc.org eco-structure Magazine—A bi-monthly magazine
Tokyo Municipal Government: Tokyo Environmental Finance dedicated to improving the environmental performance
Project; http://www.kankyo.metro.tokyo.j p/ of buildings and their surroundings.
Economic Factors in Planning e design Online—The journal of the Florida Design
• “Costing Green: A Comprehensive Database and Budgeting Initiative
Methodology” Lisa Matthiessen, Peter Morris, Davis Langdon,
Environmental Building News
2004
http://www.davislangdon.us/USA/Research/ResearchFinder/20 Environmental Design & Construction Magazine
04-Costing-Green-A-Comprehensive-Cost-Database-and- Field Guide for Sustainable Construction by the
Budgeting-Methodology Pentagon Renovation and Construction Program Office,
“LEED Cost Study” prepared for the U.S. General Services Department of Defense. 2004.
Administration, 2004 Green Building Costs and Financial Benefits by Gregory
http://www.wbdg.org/newsevents/news_040105.php
Kats. 2003.
“The Costs and Financial Benefits of Green Buildings: A
Report to California’s Sustainable Building Task Force” Greg
Green Buildings—Guidelines for Creating High-
Kats, Capital E, 2003 Performance Green Buildings by Pennsylvania
http://www.ciwmb.ca.gov/greenbuilding/Design/CostBenefit/R Department of Environmental Protection. 1999.
eport.pdf Greening Federal Facilities Guide by U.S. Department of
Energy. 2001.
GSA LEED® Applications Guide
GSA LEED® Cost Study
High Performance Building Guidelines by New York
City Department of Design and Construction. April
1999.

53
Links & Sources
Publications Relevant Codes and Standards
Innovative Workplace Strategies by U.S. General Services ANSI/TIA/EIA-568 Commercial Building
Administration, Office of Governmentwide Policy, Office of Telecommunications Cabling Standard
Real Property. Dec 2003.
ANSI/TIA/EIA-569 Commercial Building Standard for
Managing Your Environmental Responsibilities: A Planning
Telecommunication Pathways and Spaces
Guide for Construction and Development by U.S.
Environmental Protection Agency. 2005. ANSI/TIA J-STD-607-A Commercial Building Grounding
Minnesota Sustainable Design Guide by Regents of the (Earthing) and Bonding Requirements for
University of Minnesota, Twin Cities Campus, College of Telecommunications
Architecture and Landscape Architecture. FIPS PUB 174 Federal Building Telecommunications
Real Property Sustainable Development Guide by U.S. Wiring Standard
General Services Administration, Office of Governmentwide FIPS PUB 175 Federal Building Standard for
Policy, Office of Real Property. Telecommunication Pathways and Spaces
Sustainable Building Rating Systems Summary
TIA TSB72 Centralized Optical Fiber Cabling Guidelines
Sustainable Building Technical Manual by U.S. Department of
Energy and U.S. Environmental Protection Agency. 1996.
TIA TSB75 Additional Horizontal Cabling Practices for
Open Offices
Sustainable Development and Society by U.S. General
Services Administration, Office of Governmentwide Policy,
Office of Real Property. Oct 2004. Organizations/Associations
Sustainable Facilities Guide by U.S. Air Force The American Institute of Architects (AIA):
AIA Edges Newsletter of the TAP
Sustainable Federal Facilities: A Guide to Integrating Value AIA Integrated Practice page
Engineering, Life-Cycle Costing, and Sustainable Development AIA Technology in Practice (TAP) Knowledge Community page
by Federal Facilities Council. Washington, DC: National
U.S. Department of Energy (DOE):
Academy Press, 2001.
The Building Technology Roadmaps Program: for DOE technology
UB High Performance Building Guidelines by the University at research into various building components and building types
Buffalo, The State University of New York. 2004.

54
The “EQ” (Energy Quotient) Test
Do You Know the Following? (Self score)
1. The monthly/annual power draw of your data center(s)? [10 green points]
2. I see my data center(s) power bills(s) on a regular basis [5 green points]
3. Relationship of peak power your provider can supply and your current peak
levels? [10 green points]
4. What your provider’s strategic plans are to address growing energy demands in
your grid(s) [15 green points]
5. Had an extended discussion with senior management about power and capacity
limits in your organization? Yes [10 green points]
6. Energy costs and relationship to OpEx for your organization [10 green points]
7. Date when, at your current IT growth rate, you:
• Run out of space? [ 5 green points] Run out of power? [ 10 green points]
• Run out of HVAC? [ 5 green points]
8. What does PUE and DCIE stand for? [5 green points each]
• PUE (Power Usage Effectiveness) = Total facility power/IT equipment power
• DCIE (Data Center Infrastructure Efficiency) = IT equipment power/Total facility power
9. Are there currently any technologies SELLING TODAY that can reduce my
power draw? [10 green points]
55
The “EQ” (Energy Quotient) Test:
Scoring Your “EQ”
80-100 Green Points:

You are a green dynamo! Please consider submitting a tutorial for the next
SNW. Furthermore, we would like you to consider joining SNIA’s Green
Storage Initiative as an end-user or vendor company representative. Please
take this score to your management for pay raise considerations.
60-80 Green Points:
Acceptable score. You are aware of these issues, and have spent some time
engaging with stakeholders about their impact(s). Sorry, no raise just yet!
40-60 Green Points:
Glad you are with us today. We hope you will learn some useful
information to take back to management. Dust off resume.
Under 40 Green Points:
Okay, you get credit for honesty (unlike the others). That and $5.00 will get
you a latté in the lobby.
56
Our Buildings: The Total Impact
39% of total energy consumption
71% of electricity consumption
39% CO2 emissions
30% of raw materials use
30% of waste output
12% of potable water consumption
Source: US Green Building Council, 2008

57
The Impact of Buildings in the U.S.

58
Drains and Gains
Our Buildings: Hungry for Power

59
Global Impact of Facilities
17% of fresh water withdrawals
71% of the global wood harvest
39% CO2 emissions
30% material and energy use

60
A Growing Green Perspective
89% choose brands aligned with social cause
74% listen to brands aligned with social cause
69% shop for brands aligned with social cause
66% recommend brands aligned with social cause

61
Approaches to “Greening” Challenges
and Expenses: Leave Town
The ten least expensive cities by estimated annual
operating costs*:
1. Sioux Falls, S.D. 6. Charlotte, N.C.
$9,684,282 $10,440,123
2. Winston-Salem, N.C. 7. Indianapolis, Ind.
$9,799,928 $10,451,796
3. San Antonio, Texas 8. Tulsa, Okla. $10,452,228
$10,314,249 9. Des Moines, Iowa
4. Birmingham, Ala. $10,480,298
$10,340,534 10. Columbus, Ohio
5. Ames, Iowa $10,378,916 $10,499,09
*Source: SearchStorage.com, October 2007
62
How Green is the EU?

63
Datacenter: Proposals and Solutions
REDUCE Performance whenever possible

“Underclocking”: reducing performance-state of CPU
reduces power/cooling needs for Servers
Out-of-band mgmt (BMC) = no OS tuning
Management via OS gives more granular control
What is the equivalent for Storage?
TAPE or Optical? (trade-off response time vs. energy)
Disk drives and RAID arrays
Slower drives where possible (Design choice vs. Dynamic)
Power off selected drives: MAID (Massive Array of Idle Disks)

64
Advantages in Building Green
8-9% decrease in operating costs
7.5% increase in building values
6.6% improvement in ROI
3.5% increase in occupancy
3% rent increase

65
Example: HP Dynamic Smart Cooling
Bridging Facilities and IT to realize Adaptive Infrastructure
• Increased available cooling

capacity for additional IT
loads
• Reduced cooling energy
costs up to 45%
• Can retrofit or spec for new
construction applications

66
Regulatory Domains
ISO
HIPAA / ARS
US Federal Privacy Basel II / GLB / FIEC
Credit Card CISP/SDP

NASD / NYSE
EU Guidance
FTC ESIGN / FISMA / FISCAM

US IRS
NIST
SOX and PCAOB
ITIL
COSO / CobiT / ISF / ISACA
Basel II / GLB / FIEC
ITIL

Regulatory Drivers:
Unfunded Governmental Mandates
Retention timeframes by industry
Life Science/Pharmaceutical
Processing food 2 years after commercial release
Developing drugs 3 years after distribution
Developing biologics 5 years after manufacturing of product
Healthcare HIPAA
Original records 5 year minimum for all records
Medical records <18 From birth to 21 years
Full life patient care Length of patient’s life + 2 years
Financial services
Financial statements 3 years
Member registration End-of-life of enterprise
Trading accounts End of account + 6 years
OSHA
Personnel records 30 years from end of audit
Sarbanes - Oxley
Financial records Original correspondence 4 years after financial audit
1 2 3 4 5 10 15 20 25 50
68
The Real Cost of Digital Toxic Waste
500 TB
50 TB
2001 2006
Data that will NEVER Data not accessed Primary

be accessed in last 90 days data copies

69
Datacenter Options: (Mech, Elec, Plumbing)
Convert from AC to DC distribution

Can be partial conversion (DC arrays available)
Run at higher voltage (240 vs. 120)
Increase Power Supply efficiency
80 PLUS program (www.80plus.org/servers.htm)
Operate Cooling effectively
Leverage sensors, Follow basic rules (hot/cold aisles)
Computational Fluid Dynamics (get some help!)
Run Generator-testing for Peak-shaving
Negotiate with your power supplier for discounts

70
Results & Utility Industry Leadership:
Pacific Gas & Electric (PG&E)
Industry agrees that a third to a half of data center

energy use can be addressed through cost-effective,
reliable energy efficient technologies and strategies
PG&E achieves 4x of goals in 2007; looking for tens
of MW of reduction per year starting in 2008
PG&E announces formation Utility IT EE Coalition to
extend program adoption across US and Canada

71
Utility IT EE Coalition

72

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BUILDING THE GREEN DATA CENTER:

Towards Best Practices and Technical

Building the Green Data Center

Building the Green Data Center

Building the Green Data Center

Building the Green Data Center

Building the Green Data Center

Building the Green Data Center

U.S. 2006: $4.5 BILLION

U.S. 2011: $7.4

Building the Green Data Center

Building the Green Data Center

A green data center is a repository for the storage,

Building the Green Data Center

Source: Aberdeen Group, January 2008

Building the Green Data Center

1. Those that avoid energy consumption, but do not

Building the Green Data Center

Each component of a Storage system has Power and

Virtualization software with power resource management

Building the Green Data Center

Building the Green Data Center

Source: Aberdeen Group, January 2008

Building the Green Data Center

Building the Green Data Center

Building the Green Data Center

We’ve got more than IT to worry about.

Building the Green Data Center

Who represents IT to the Facilities staff?

Best practices for data centre operators as

Building the Green Data Center

US Green Building Council (Private Concern)

Building the Green Data Center

Standards around Green Data Centers just emerging

Governments and regulators seek to control

Companies commit to carbon reduction

Building the Green Data Center

247,000 square-foot data center and office

Building the Green Data Center

Suggested Best Practices Anticipated Benefit

Building the Green Data Center

Sustainable digital storage is designing, manufacturing,

*Adapted from World Commission on Environment and Development, commonly

Building the Green Data Center

Building the Green Data Center

Runs on clean, renewable energy. Is powered by natural,

“Being green is a journey.

As technology plays an important role it is even more

Hopefully our grandchildren will still look up and see a

Building the Green Data Center

Theory and Practice

Building the Green Data Center

To be generated with schedule

Check out SNIA Tutorial:

Building the Green Data Center

Building the Green Data Center

Building the Green Data Center

Building the Green Data Center

Building the Green Data Center

Building the Green Data Center

80-100 Green Points:

39% of total energy consumption

71% of electricity consumption