Google’s Focus on Green (Money)

news.com (original source NYtimes) has a post on Google’s Marissa Mayer.

Yet, despite whatever frivolity might attach itself to her, Mayer, 33, plays a pivotal, serious role at Google. Almost every new feature or design, from the wording on a Google page to the color of a Google toolbar, must pass muster with her or legions of Google users will never see it. She is one of the few Googlers with unfettered access to and influence over Brin and Page, and Valley wags wonder whether Google's familiar white home page will even look the same if she leaves the company.

One part caught my eye is Google’s focus on color (the example is shades of green) to drive more clicks = more money.

As trivial as color choices might seem, clicks are a key part of Google's revenue stream, and anything that enhances clicks means more money. Divine's team resisted the greener hue, so Mayer split the difference by choosing a shade halfway between those of the two camps.

This same focus on green and its monetary impact can be applied to Google’s renewable energy and data centers efforts.

I missed Google’s Green web page http://www.google.com/corporate/green/

And, their new url for green data center. ;-) http://www.google.com/corporate/green/datacenters/

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Future Green Site for Google Data Center

Forbes reports on Google’s purchase of a decommissioned paper mill.

Google plans data centre at old Finnish paper mill

02.12.09, 03:36 AM EST

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By Tarmo Virki

HELSINKI, Feb 12 (Reuters) - Google (nasdaq: GOOG - news - people ) said on Thursday it aimed to build a data centre at an old paper mill in southeastern Finland that it bought from Stora Enso (nyse: SEO - news - people ) for 40 million euros ($51.7 million).

'We are currently considering to build a data centre at this site,' said Google spokesman Kay Oberbeck.

Google has dozens of data centres, or server farms, which consume significant amounts of energy, around the world.

In early 2008 Stora Enso closed down the loss-making Summa mill, which consumed 1,000 gigawatt hours of electricity per year, after nearly 53 years in operation.

The oldest parts of the mill were designed by renowned Finnish architect Alvar Aalto.

Stora Enso and Google have agreed that part of the mill site will be transferred to the city of Hamina for other industrial uses. The sale is expected to close by the end of the first quarter 2009.

This is one way to save paper by replacing with bits.

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Who Will Compete Against Google’s PowerMeter?

Google has 227 news articles on their PowerMeter feature.  Sounds like they have a monopoly on mindshare. In less than 24 hours they have 227 news articles.

Google introduces power meter software to reduce electricity use
Telegraph.co.uk, United Kingdom - 21 hours ago
By Claudine Beaumont The Google PowerMeter software will analyse the consumption information captured by "smart meters", and translate it into ...
Google announces PowerMeter Computerworld
Google Impacts Your Electric Bill Seattle Post Intelligencer
Google tool helps consumers reduce energy usage Reuters
The Tech Herald - National Business Review
all 227 news articles » GOOG

I was down for a quick chat with google yesterday, but their PR group was slammed, and I’ll have to catch them another time.

Someone asked me who the competition is, and I don’t think anyone has a chance.  I don’t think Amazon would get into this service.  Microsoft?  Here is one blog post that is wrong.


The battle has begun. Software developers everywhere are quickly realizing that the market for energy management applications has enormous potential. But although it’s worthwhile to watch the smaller companies and see if any one of them comes out with the next breakthrough, when players like Google and Microsoft jump into the mix, you know that their product will get far more exposure in the market.
Google’s product, the Google Powermeter, is directed towards the home energy user. It is a web-based graph which shows you how much energy you have been using over the course of the day, and where that energy is being used. What it does not appear to do is give you the ability to remotely control your appliances. Still, knowing where you use the most energy can make a big difference, as a Google employee testifies in a promotional video – he saved $3,000 in one year without any significant lifestyle changes.
Microsoft, on the other hand, is working on a product that appears more robust, and feature-intensive, but not as simple and easy-to-use as the Powermeter (which isn’t surprising when you consider Outlook versus Gmail). The Environmental Dashboard application for Microsoft Dynamics AX is catered to businesses rather than home energy users. Like the Powermeter, the Environmental Dashboard helps businesses analyze and reduce their energy consumption, but it also helps them measure their greenhouse gas emissions.

There is no comparison between Google PowerMeter and Microsoft’s Environmental Dashboard.  In fact, Microsoft’s dashboard could sit on top of Google’s PowerMeter service.

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Google: Power to the People

Google has a blog post on their official blog on their power announcements.

Power to the people

2/09/2009 08:39:00 PM

Imagine how hard it would be to stick to a budget in a store with no prices. Well, that's pretty much how we buy electricity today. Your utility company sends you a bill at the end of the month with very few details. Most people don't know how much electricity their appliances use, where in the house they are wasting electricity, or how much the bill might go up during different seasons. But in a world where everyone had a detailed understanding of their home energy use, we could find all sorts of ways to save energy and lower electricity bills. In fact, studies show that access to home energy information results in savings between 5-15% on monthly electricity bills. It may not sound like much, but if half of America's households cut their energy demand by 10 percent, it would be the equivalent of taking eight million cars off the road.
Google’s mission is to "organize the world’s information and make it universally accessible and useful," and we believe consumers have a right to detailed information about their home electricity use. We're tackling the challenge on several fronts, from policy advocacy to developing consumer tools, and even investing in smart grid companies. We've been participating in the dialogue in Washington, DC and with public agencies in the U.S. and other parts of the world to advocate for investment in the building of a "smart grid," to bring our 1950s-era electricity grid into the digital age. Specifically, to provide both consumers and utilities with real-time energy information, homes must be equipped with advanced energy meters called "smart meters." There are currently about 40 million smart meters in use worldwide, with plans to add another 100 million in the next few years.
But deploying smart meters alone isn't enough. This needs to be coupled with a strategy to provide customers with easy access to energy information. That's why we believe that open protocols and standards should serve as the cornerstone of smart grid projects, to spur innovation, drive competition, and bring more information to consumers as the smart grid evolves. We believe that detailed data on your personal energy use belongs to you, and should be available in an open standard, non-proprietary format. You should control who gets to see your data, and you should be free to choose from a wide range of services to help you understand it and benefit from it. For more details on our policy suggestions, check out the comments we filed yesterday with the California Public Utility Commission.
In addition to policy advocacy, we're building consumer tools, too. Over the last several months, our engineers have developed a software tool called Google PowerMeter, which will show consumers their home energy information almost in real time, right on their computer. Google PowerMeter is not yet available to the public since we're testing it out with Googlers first. But we're building partnerships with utilities and independent device manufacturers to gradually roll this out in pilot programs. Once we've had a chance to kick the tires, we'll make the tool more widely available.
There is no one-size-fits-all solution to providing consumers with detailed energy information. And it will take the combined efforts of federal and state governments, utilities, device manufacturers, and software engineers to empower consumers to use electricity more wisely by giving them access to energy information.
Posted by Ed Lu, Engineering team

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This is in interesting contrast to IBM’s Dynamic Infrastructure announcements.  I was able to talk to IBM yesterday, and coincidentally, I am down at Google today discussing data centers.  If I am lucky I’ll be able to talk to some other Google folks while I am there.  The next day I am at Apple stirring up some old connections, then on to a data center customer to discuss Green and Modeling.

I need to write about my IBM meeting.  It is in contrast to Google’s strategy.  IBM in many ways is selling a monitoring sensor infrastructure that requires gobs of data, and oh yeh, buy IBM storage and software for that data please. Which reminds me of the McNamara Line, where a huge sensor monitoring network was put in to monitor troop movements.  IBM was a big supplier to this, and it works for top down, see all the data approach.

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Googles Announces PowerMeter

NyTimes has an article about Google’s announcement today.

Google Taking a Step Into Power Metering

Published: February 9, 2009

SAN FRANCISCO — Google will announce its entry Tuesday into the small but growing business of “smart grid,” digital technologies that seek to both keep the electrical system on an even keel and reduce electrical energy consumption.

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Times Topics: Google Inc.

Google is one of a number of companies devising ways to control the demand for electric power as an alternative to building more power plants. The company has developed a free Web service called PowerMeter that consumers can use to track energy use in their house or business as it is consumed.

Google is counting on others to build devices to feed data into PowerMeter technology. While it hopes to begin introducing the service in the next few months, it has not yet lined up hardware manufacturers.

“We can’t build this product all by ourselves,” said Kirsten Olsen Cahill, a program manager at Google.org, the company’s corporate philanthropy arm. “We depend on a whole ecosystem of utilities, device makers and policies that would allow consumers to have detailed access to their home energy use and make smarter energy decisions.”

“Smart grid” is the new buzz phrase in the electric business, encompassing a variety of approaches that involve more communication between utility operators and components of the grid, including transformers, power lines, customer meters and even home appliances like dishwashers.

Google continues to grab the mindshare, and leveraging President Obama’s changes.

The stimulus bill now going to a House-Senate conference committee has allocated $4.4 billion for “smart” technologies, including four million of these next-generation monitors, called smart meters. Proponents say that could make more effective use of existing power lines and generate employment.

“You can hire a lot of people to install smart meters,” said James Hoecker, a former chairman of the Federal Energy Regulatory Commission, which has some jurisdiction over transmission lines.

Also, thanks to OSIsoft’s Pat Kennedy for forwarding this article, and reminding me we had talked about this idea a couple of years ago, and it is interesting to see Google is a  market player.

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