ibm.com/gogreen commercials

IBM's green data center marketing machine is continuing its momentum and they now have a commercial that has a young female executive convincing a skeptical overweight executive he should sign the green project project. 

Warning: this is marketing material, but interesting to see how IBM is spending its money to grab mind share, and how green can be fiscally a good deal.

Go to http://ibm.com/gogreen to see the commercial or this link http://www-03.ibm.com/innovation/us/adv/start/index.shtml?ca=agus_brdoingtvlp-20080401&me=vanity&met=gogr&re=gogr&s_tact=106aw01w&cm_mmc=106aw01w-_-p-_-gogr-gogr-_-agus_brdoingtvlp-20080401#

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Down on the Server Farm, writes The Economist

The Economist continues its coverage of the data center industry by another writer in Seattle, referencing - Jonathan Koomey, Rich Miller (Data Center Knowledge), Mike Manos (Microsoft), Mike Foust (Digital Realty Trust).  The writer even mentions Microsoft Cblox containers.

The real-world implications of the rise of internet computing

Data Islandia

EVEN when the sky is blue over Quincy, clouds hang in the air. The small town in the centre of the state of Washington is home to half a dozen huge warehouses that power the global “computing clouds” run by internet companies such as Yahoo! and Microsoft. The size of several football pitches, these data centres are filled with thousands of powerful computers and storage devices and are hooked up to the internet via fast fibre-optic links.

Yet even more intriguing than the buildings' size is their location. Quincy is literally in the middle of nowhere, three hours' drive from the nearest big city, Seattle. But it turns out to be a perfect location for data centres. As computing becomes a utility, with services that can be consumed from everywhere and on any device, ever more thought is being put into where to put the infrastructure it needs.

Where the cloud touches down is not just the business of the geeks. Data centres are essential to nearly every industry and have become as vital to the functioning of society as power stations are. Lately, centres have been springing up in unexpected places: in old missile bunkers, in former shopping malls—even in Iceland. America alone has more than 7,000 data centres, according to IDC, a market-research firm. And each is housing ever more servers, the powerful computers that crunch and dish up data. In America the number of servers is expected to grow to 15.8m by 2010—three times as many as a decade earlier.

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Next American Frontier, Being Good Entrepreneurs,

The Green Movement is happening at an interesting time when people are questioning their strategy for jobs.  The WSJ has an opinion article by Michael Malone, Next American Frontier.

The entire world seems to be heading toward points of inflection. The developing world is embarking on the digital age. The developed world is entering the Internet era. And the United States, once again at the vanguard, is on the verge of becoming the world's first Entrepreneurial Nation.

We still have companies and corporations, but now they are virtualized, with online work teams handing off assignments to each other 24/7 around the world. Men and women go to work, but the office is increasingly likely to be in the den. In 2005, an Intel survey of its employees found that nearly 20% of its professionals had never met their boss face-to-face. Half of them never expected to. Last summer, when the Media X institute at Stanford extended that survey to IBM, Sun, HP, Microsoft and Cisco, the percentages turned out to be even greater.

Newspapers are dying, networks are dying, and if teenage boys playing GTA 4 and World of Warcraft have any say about it, so is television. More than 200 million people now belong to just two social networks: MySpace and Facebook. And there are more than 80 million videos on YouTube, all put there by the same individual initiative.

The most compelling statistic of all? Half of all new college graduates now believe that self-employment is more secure than a full-time job. Today, 80% of the colleges and universities in the U.S. now offer courses on entrepreneurship; 60% of Gen Y business owners consider themselves to be serial entrepreneurs, according to Inc. magazine. Tellingly, 18 to 24-year-olds are starting companies at a faster rate than 35 to 44-year-olds. And 70% of today's high schoolers intend to start their own companies, according to a Gallup poll.

The last statistic on 18 - 24 year olds starting their own company.  This is the generation that has grown up using the web for its tools, and figured out its getting better functionality for IT tools in the open market than in corporate environments.

And, in the WSJ is Facebook Ignites Entrepreneurial Spirit at Harvard, discussing how Harvard is changing.

ENTERPRISE

Facebook Ignites
Entrepreneurial
Spirit at Harvard

Students, Graduates
Start Firms, Using
The Site as a Model

By VAUHINI VARA

One day during Trip Adler's sophomore year at Harvard University, he saw fellow undergraduates Mark Zuckerberg and Dustin Moskovitz outside their dormitory with suitcases and boxes. When Mr. Adler asked what the two -- who happened to be Facebook Inc.'s co-founders -- were doing, Mr. Moskovitz lightly replied that they were moving from Cambridge, Mass., to Silicon Valley "to make Facebook big."

"I was so jealous," recalls Mr.Adler, now 23 years old. "I thought, 'I've got to find an idea and drop out of Harvard.'"

Mr. Adler is just one of the Harvard students who have caught start-up fever since Facebook, founded when Mr. Zuckerberg was at Harvard in 2004, exploded in popularity. Other recent Harvard-born start-ups include Internet companies Kirkland North Inc., Drop.io Inc. and Labmeeting Inc. And Facebook has become a model for these start-ups on many fronts, from the look of company Web sites to their corporate strategies.

"I would not hesitate for a second to say Facebook's a motivator," says Paul Bottino, director of Harvard's Technology & Entrepreneurship Center. "Facebook creates would-be Facebooks." He says a start-up contest this year attracted 55 entries, up from 10 to 18 for past contests.

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Christian Belady asks, "Does Efficiency in the Data Center Give us What we need?"

In Mission Critical magazine, Christian Belady writes on the topic of efficiency improvements in the data center and the economic effects.

In economics, the scarcity of resources drives the cost of those resources, which results in more efficient use of those resources. When gasoline prices go up, consumers demand more efficient vehicles to offset those increasing costs. Conversely when fuel prices go down, the demand would go up substantially. This latter notion is called Jevons’ Paradox.

Similarly, the well-known phenomenon called Moore’s law has substantially reduced the cost of computation year over year, driving demand up. This cost reduction is completely driven by efficiency improvements in electronics over the past half-century, improvements unmatched by any other industry. This is the most important reason for the significant demand for increases in the number of servers in the data center and more importantly the increase in server power footprint worldwide. So the real question is how would the further efficiency improvements suggested by the Environmental Protection Agency (EPA) in its 2007 report to Congress affect these trends?

And in typical Christian fashion, brings up interesting issues as to the effects of energy efficiency.

Conclusion
While driving efficiency is clearly the right thing to do, industry and government agencies must consider a more holistic view on the cause and effect in the IT industry. It is important to understand what the drivers are to the perceived problem of IT power consumption. To date, this “problem” has been tackled as a technical problem and organizations such as the EPA, Green Grid, Climate Savers are doing the right thing to solve the technical problem.

There is no doubt that there are inefficiencies in the data center and in IT equipment, but perhaps it is exactly these inefficiencies that have curbed what the power growth could have been. In addition, it may be that IT is displacing other high-carbon emission industries. Drawing economists into the discussion alongside technologists could lead to a broad discussion of the larger issues and holistic solutions. The hope is that economists will be just as passionately involved in solving this problem as the technologist over the past couple of years.

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GreenM3 hits 301 Feedburner Readers, expanding authors

Just last month on April 22, I was happy to hit 200 Feedburner Readers. Well, my 50% increase readership #'s per month continues and on May 14, I hit 301 readers.

Thanks for adding GreenM3 to your RSS feeds.

Part of my best content has come from good friends who have contributed great ideas. They all have a high interest in Green Data Centers. And fortunately when I offered the opportunity to be guest authors to three friends, they all accepted.

Part of what is helping as well is Google Search accounts for 45% of my traffic, and according to Google Analytics I have traffic from 66 countries. Top 10 traffic comes from US, UK, Canada, India, Australia, Ireland, Germany, Japan, Netherlands, and France.

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