A peak into how Google Designs its Data Centers, can you see the hidden?

DatacenterDynamics has a post on DLB Associates, a company who has designed Google's Data Centers.

IN SEARCH OF GOOGLE'S DATA CENTER DESIGNER

The engineer and his company behind the design of Google's data centers

5 August 2013 by Ambrose McNevin - DatacenterDynamics

 
In search of Google's data center designer
 

Don Beaty began his engineering career working on large water treatment plants. After graduating as an electrical engineer he spent his early career as a staffer before setting up set up DLB Associates in 1980 “with no money”.

DLB Associates for quite a while has had a case study up on its web site on Google Data Centers.

Google Data Center Campuses, Worldwide

Description

DLB has designed and managed the construction of Google’s global data center campus program from its very inception in 2004. During that time, the program has continuously redefined the data center industry and remained way ahead of the curve.

...

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Joe Kava, Ben Treynor and Urs Hoelzle of Google with our president, Don Beaty, addressing the staff at DLB Headquarters

Put your mindset in a "Sherlock Holmes" mode and you can see things that are not evident to the novice.  With two pieces of data it is easier to see things.

What is the PUE of your cloud data center? Google's is 1.10, Microsoft's is 1.13 - 1.2, Amazon is ?

It is a pretty safe assumption that a Cloud Data Center has a low PUE.  The Cloud business is so competitive that the cost to run the power and cooling systems takes a direct hit out of profit margins so almost everyone should be driving more efficient systems.

How efficient are the cloud companies?  

Google is easy to figure out as they quote PUE quarterly here.

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GigaOm's Stacey Higginbotham had a post on efficient data centers quoting PUE.

Microsoft gave Stacey a bunch of data, but not an exact number.

Microsoft sent me a bunch of information on its PUE figures for its newest data centers which range from 1.13 to 1.2. It doesn’t disclose the PUE for all of its data centers, however.

For Amazon, there is no clear answer.  Note: James Hamilton does not claim the PUE is representative of Amazon.  Given Amazon will let temperatures rise in warehouses for workers, it is hard to believe they wouldn't do the same for voiceless servers.

Amazon’s data center guru James Hamilton published a presentation on Amazon last year that assumed a PUE of 1.45 for the online retailer’s data centers.

Can you see the Media Bias? Rush Limbaugh says Apple is Republican, Google/Samsung are Democrats

The whole idea of unbiased media works when you want to be the one source of news.  When it comes down to it though very few people want to hear both sides of the story without any bias.  Even when people read both sides, they are looking for information to support their views.  

CNET focuses on the battle between Apple and Google.

Rush Limbaugh: Apple is Republicans, Google is Democrats

In a scholarly analysis of tech blogging, the great Republican commentator offers that 9 out of 10 blogs hate Apple. Because Apple is like the Republican Party. Oddly, though, Limbaugh last year was himself mad at Apple.

Rush Limbaugh blog post focuses Tech Blogs starting to notice media bias.  I agree it is entertaining to watch the bias influence coverage.

It's a teachable moment out there.  Fascinating.  Study of the media is fascinating.  To watch the sports media, folks.  Because they're all liberal, they're all formulaic. They're all liberal by default.  They don't know anything else.  And you can predict, if you become familiar with it, with them, you read their stuff often enough, you can predict when something happens in the NFL, you can predict how 95% of the reporters are gonna take it and how they're gonna report on it.  You can predict, just like you can in news media.  It's incredible.  It's a fascinating study to me. 

What I find interesting is Rush Limbaugh doesn't want to point to who the biased tech blogs are because it would drive more traffic to them.

RUSH: An e-mail: "Rush, why don't you name some of these left-wing tech blogs you're talking about?"  Folks, I've thought about it, and there's nothing to be gained by it.  If I call 'em out, all they're gonna do is get happy that I'm giving them attention and elevating attention.  It's not gonna change them.  If I start naming people, the same thing.  It's one of these unfortunate things.  This program is so big that certain things I can't talk about because, believe me, these people do not need -- I know I'm making this all sound interesting, but they don't need to be bigger.  They don't need more readers.  The more readers they have, the more damage they would do.  And all I would do, if I mention them by name or by name of author is make 'em bigger and it would not accomplish here what I'm -- I know it's frustrating.  If this were just a local show in Podunk state, I could tell you everything, but it's the biggest show in media.  And put these little chumps on the map and they'd never be bigger, but it wouldn't change, just make 'em snarkier and ruder.  Just the way things work.

Do you want DCIM (Infrastructure Management) or DCOM (Operations Management)?

DCIM is a topic almost all data center executives have heard and many have evaluated.

Data Center Infrastructure Management (DCIM) is an emerging (2012) form of data center management which extends the more traditional systems and network management approaches to now include the physical and asset-level components. DCIM leverages the integration of information technology (IT) and facility management disciplines to centralize monitoring, management and intelligent capacity planning of a data center's critical systems. Essentially it provides a significantly more comprehensive view of ALL of the resources within the data center.

DCIM has not taken over the industry. Companies like Google, Facebook, and Microsoft build their own solutions.  Here is a question.  Does the data center need Infrastructure Management or Operations Management? Operations Management is a mature concept.

According to the U.S. Department of Education, operations management is the field concerned with managing and directing the physical and/or technical functions of afirm or organization, particularly those relating to development, production, and manufacturing. Operations management programs typically include instruction in principles of general management, manufacturing and production systems, plant management, equipment maintenance management, production control, industrial labor relations and skilled trades supervision, strategic manufacturing policy, systems analysis, productivity analysis and cost control, and materials planning.[1][2]Management, including operations management, is like engineering in that it blends art with applied science. People skills, creativity, rational analysis, and knowledge of technology are all required for success.

MIT and other universities target Operations Management.  The below could easily be applied to data centers.

What is Operations Management?

Operations Management deals with the design and management of products, processes, services and supply chains. It considers the acquisition, development, and utilization of resources that firms need to deliver the goods and services their clients want.

The purvey of OM ranges from strategic to tactical and operational levels. Representative strategic issues include determining the size and location of manufacturing plants, deciding the structure of service or telecommunications networks, and designing technology supply chains.

Tactical issues include plant layout and structure, project management methods, and equipment selection and replacement. Operational issues include production scheduling and control, inventory management, quality control and inspection, traffic and materials handling, and equipment maintenance policies.

I would bet if more people were building Operations Management systems for the data center, then there would be a higher chance of DCOM being used than DCIM.

There may be some who say their DCIM solution does DCOM.  But, my question is where is the Operations Management expert in your company?

Here is a Google data point to prove Operations Management is a valued skill - their Director of Operations and Strategy for the data center group.

Experience

Director, Operations Strategy & Decision Support

Google
March 2011 – Present (2 years 5 months)

Lead a team of quantitative analysts to provide model-based decision support for Google's cloud infrastructure planning. Scope includes datacenter capacity planning, fleet planning, compute and storage resource optimization, network planning, and supply chain planning.

And what degree does he have?  PhD Management Science & Engineering.

Education

Stanford University

PhD, Management Science & Engineering
1996 – 2001

• Expertise: applications of advanced analytics to business and public policy problems. 
• Dissertation: dynamic pricing of capacity in relationship-based supply chains.
• Advanced analytics coursework: decision analysis, probability and statistics, systems modeling and optimization, simulation, economic analysis, mathematical finance, advanced supply chain models.

Greenpeace praises Apple's Green Data Center efforts, shifting target to Amazon and Microsoft

Silicon Republic reports on Apple's latest solar project in Reno by interviewing Greenpeace's Gary Cook.

The good guys are.

"With Google, Facebook, and now Apple all announcing major new deals in recent months for new renewable energy to power their data-centre operations, the race to build an internet powered by renewable energy is clearly in full swing," he said.

The bad guys are.

"Microsoft and Amazon - both of which still power their internet using the dirty electricity that causes global warming - ought to take notice," he said.

"In the race for a clean internet, Apple is leaving both of those companies in the dust."

We'll see if Google, Facebook, and/or Apple get an advantage with a low carbon data center strategy.  They are all probably relieved that Greenpeace will focus on their competitors - Amazon and Microsoft.