Triple Pundit launches green data center series

One of the organizations I have started to discussions with is www.triplepundit.com regarding green data centers.  Here is background on 3p.

Welcome to 3p

about-logo3pTriple Pundit is an innovative new-media company that brings clarity to the triple bottom line impact of business, by providing intelligent, balanced analysis of new business initiatives, startups, corporate titans and cube-dwelling change agents.

We are critical optimists who write about the creation and development of sustainable organizations, brands, and business cultures- innovative solutions that make business better. We strive to bring solutions to the forefront, but we don’t have all the answers. You can help us shape the future of 3P – and conscious business – by joining in the conversation and sharing your ideas.

And 3p’s intro post for the topic.

3p’s Data Center Week: Creating a Context for Green IT

By Ashwin Seshagiri | November 9th, 2009 0 Comments

green data centerFor many of us, the data center is something we all know exists; and as we have been reading more and more, it is something that needs “greening” to improve large corporations’ environmental footprints.

Yet, aside from the select few that work and think about data centers on a day-to-day basis, the majority of the public, business leaders, and even sustainability experts couldn’t explain how data centers work, let alone what it takes to make them more efficient and environmentally friendly.

Over the course of the week, 3p will be showcasing the perspectives of experts and thought leaders in the data center industry, as well trend analysis, in an attempt to create a context for how they fit within the larger economic and environmental bottom lines.

Stay tuned.

The first post I contributed is on data centers as information factories. I wrote my own first draft of the article to this audience and the editor Ashwin Seshagiri helped polish the post for the 3p audience, so this is a repeat of ideas already on my blog.

Data Centers as Information Factories

By 3p Guest Author | November 9th, 2009 0 Comments

green-data-centers-banner

By Dave Ohara, Data Center Consultant and Publisher of GreenM3.com

Information Factory

Photo Courtesy of Google

I have been writing on the Green Data Center topic for more than two years. After more than 1,000 blog posts, one of the things that I have found is the name “data center” doesn’t mean what most people who don’t work on them think they are. In the past, there was one corporate building that was the place where data was housed for the corporation. But now, that no longer is the case.

A data center is a facility used to house computer systems and associated components, such as telecommunications and storage systems. New technologies and practices were designed to handle the scale and the operational requirements that came with the dot com boom. The standard for Fortune 500 companies now is to have multiple data centers around the world to provide information availability, disaster recovery, and reliability. What does it mean to have multiple centers of data? If you green the data center, what is actually getting greened? And how?

Ashwin has been asking for data center experts he could have discussions with and I have been introducing him to people who can contribute to the green data center topic.  As 3p puts up interesting content that you could use for those are not savvy in data center speak, I’ll reference.

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A quest for where the data is stored in the cloud

Cnn.com has an article by John D. Sutter who tries to find where his data goes in the cloud.  I feel sorry for the poor guy trying to find answers and not know the first rule of data centers is '”we don’t talk about data centers and where they are, let alone what data is in the data center.”

The following parts is when I felt the guys pain.

I was curious and I wanted to find the scattered bits of my online life before dumping everything on my laptop onto the Web.

So I decided to go on a scavenger hunt into the cloud.

Before I started the search, when I thought about cloud computing, this is the image that came to mind: a giant cartoon cloud just slurped information off of my computer like magic. My files just floated in the sky until I wanted them back.

Video: What is cloud computing?

The cloud doesn't work like that. It's made up of a massive and growing network of data centers, which are huge warehouses full of computers. They store and process information from all around the world, largely in secret.

Then he finally connected with Rich Miller who helped him a bit.  Except he realized he was kind of a clueless.

I found it shocking that the gut of the cloud, an image I found so soft and quaint, was actually comprised of an enormous and ever-growing network of machines.

But apparently lots of people already knew this.

"All the clouds live in data centers," Rich Miller, editor of a prominent cloud-computing blog called Data Center Knowledge, told me. "There's always hardware involved, and bricks and mortar. ... It's not a fluffy cloud. It's living in someone's building."

Awesome. So all I needed to do to find my family photos and the rest of my data was to call up the data center where it lives and go there, right?

Wrong. I quickly learned tours of the cloud aren't easy to come by.

I want a tour of a data center.  Let’s call Google.

Google, which has most of my sensitive data, like e-mail, calendars, to-do lists and documents, declined an interview request for this story. A spokeswoman said the company doesn't give tours either. Go figure.

Excited he gets a tour of an IBM data center.

Dismayed, I started turning to companies who don't have my data, just hoping to get a sense of how this system worked. IBM offered to give me a tour, maybe because, like me, it's trying to break into the cloud world.

and , finds a PUE of over 2.0.  Hopefully the IBM rep didn’t try to explain PUE to him.

Inside, I found rows of black, refrigerator-sized computer towers, 4,000 of them in all. They buzzed and whirred so loudly that I had to lean in to hear my tour guides. In front of the towers, grates and pinholes in the floor pump out frigid air to keep the machines from overheating. The computers breathe this air in and then exhale air as hot as a hair dryer's.

I'm told the cooling bill here costs more than running the computers.

So, he asks more questions and gets more confused.

As I walked around the center, IBM employees did their best to explain this hyper-complicated system. They rattled off machine types, specs and technical details faster than I could write them down.

I confess that I left the IBM tour not feeling much better about the safety of my data. Not that there seemed to be anything wrong with their cloud computing center. The IBM staff was friendly and helpful. The machines looked nice.

Maybe he is a snipe hunt.

A snipe hunt, a form of wild-goose chase that is also known as a fool's errand, is a type of practical joke that involves experienced people making fun of credulous newcomers by giving them an impossible or imaginary ta

So maybe he is asking the wrong question.

But the more I mulled over my failing scavenger hunt, the more I thought that maybe I was asking the wrong question. Perhaps it doesn't matter where my data is, just that there's some way for me to get a sense of how well it's managed.

And, then he realizes maybe he doesn’t own the data.

"Terms of service" agreements offer some details on free services. But, after reading several, it's still unclear to me who owns my data, if I can ever delete it from some sites and what would happen if any of these companies goes bankrupt. In response to an e-mail question about what would happen to Facebook data if the site closed, a company spokeswoman wrote, "The business is doing well and continuing to grow."

Who do you trust?  He talks to Microsoft’s Brian Hall.  Note: I was interested in what Brian had to say as I worked with Brian on Windows XP.

Still, without information, it's hard to know who to trust.

That makes it easy to fall back on flimsy methods of comparison, like going with a brand you already know. I'm sure this is how I ended up with so much data on Google's servers. It's a huge company. Billions use their search. Tens of millions save files with Gmail. They've got to know what's up, right?

That's exactly what the big cloud companies hope you will think. Microsoft's general manager of Windows Live, Brian Hall, told me brand recognition is the best way for people to compare services.

"Consumers, they don't really care if there are 9,000 data centers or two data centers as long as they have confidence that we're going to protect their data and they'll have access to it when they want to have access to it," he said. (In case you're wondering, Hall said Microsoft has "between 10 and 100 data centers" worldwide. Really specific.)

After all this, his conclusion is good.

The most important thing I realized on this search, though, was rather basic:

The cloud is not some fluffy ball of magic, it's an energy-sucking and fallible machine.

One I'll be more cautious before trusting.

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Consequences of an Inefficient Information Factory aka Data Center

I posted on the concept of data centers being information factories.  Philip Petersen of www.adinfa.com wrote.

But when you mention "companies like Google" - are there really many companies like Google? I don't think so - not today.
Best,
Philip

I’ve actually had a few skype conversations with Philip and last year at Data Center Dynamics London I met Philip. So, I know he is a regular reader.

I agree there are not many companies like Google.  Here are a few things I think Google does that fit the model of an information factory.

  1. Urs Hoelzle as executive and influential in the company running data centers understands the role of Google’s information factories.  Once I asked Urs why he doesn’t shut down idle servers, his response was he would rather think how does he use the servers while they are idle.  And, Urs can think this way given his position and influence in Google.  What Google knows that few do is turning on and off servers, is not reliable enough for a lights-off type of operation. Desktops, laptops, mobile devices, and phones all have this problem as well, but people are pushing the buttons and can try again when turning on fails.
  2. Their focus on PUE accuracy and reporting demonstrates their thinking in process control and statistical accuracy.
  3. Google knows the shell of a building is cheap, and 85% of the costs in data centers is in the power and cooling infrastructure.
  4. The cost of electricity is greater the the cost of a server over a typical 3 year lifespan.
  5. The vendors – data center, server, network are just as silo’d as companies IT organizations and don’t drive for overall system efficiencies.  So, Google designs their own systems, and uses the vendors as subcontractors to their designs.  It may not be totally accurate analogy, but Boeing designs the plane and subcontracts out pieces and components.  There are some pieces that are off the shelf, like engines (for servers processors), but many time parts don’t perform as advertised when integrated.

I could go on, but these are just a few ideas that demonstrates Google runs their data centers as computers, see this paper.  The information factory metaphor communicates the scale, power, and complexity.

image 

 

As Philip says there are not many like Google.  Which means they have inefficient information factories that are a drain on the companies revenue.  And, in this economy cost reduction is a priority.  Do you cut costs by making the system more efficient?  No.  You cut costs by limiting headcount, budgets and capital expenditures which ironically many times will increase your costs long term as you grow and decrease your overall performance per watt.  Right now many companies don’t need the performance so you are removing capacity from the system to cut costs.  Makes sense, but I bet the company executives did not consciously decide to reduce the capacity of their information factory.  How can you not think reducing costs capital and operating expenses reduces capacity?

In this economy Google may reduce the rate of their expansion, but overall their information factory capacity is growing and performance per watt is improving.

Philip asked a good question.  “are there really many companies like Google”? 

No, but there will be more.  Google can do this because the company itself is an information factory.  And, the future successes in internet services will be those who have the most efficient information factories that can produce information at the lowest costs.

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Can you Green the Data Center? Maybe if you think in terms of an Information Factory

I have been writing on the Green Data Center topic for over 2 years with 1,000 blog posts. And, one of the things I have found is the name “data center” is not an accurate description to the layman of what data centers do. Are data centers the “center of data”?  In the past there was one corporate building that was the place where data was housed for the corporation. The standard for Fortune 500 companies now is to have multiple data centers around the world to provide information availability, disaster recovery, and reliability. How can there be multiple centers of data? If you green the data center what am I supposed to green? These multiple centers?  How?

What I propose is a more accurate description of what data centers are in this economy.  The Data Center is an information factory, a building that makes information suitable for use with information machinery – servers, storage, and networking hardware. Information is the raw material input into the factory. Software running on the hardware processes information increasing the value. Like any other manufacturing process electricity is used to power and cool the machinery.  How much power is used to run these information factories, in 2006 1.5% of the US electricity production was in data centers, doubling 2000 consumption, growing at a 12% annual rate.

image

The above is an image Google uses to illustrate its green Information Factory (aka data center).

So the choices to green the data center are now how do you green your information factory.  Making factories energy efficient is a concept many are familiar with.  Applied to the information factory how do you consume less energy and/or greener energy while increasing the value of information? Making power delivery more efficient applies to all parts of the data center. Cooling systems is a whole topic specialists who can figure out the most efficient way to remove the heat from the IT equipment.  More efficient servers are another choice. And of course there is virtualization.  Not too long ago, for every watt of power supplied to a server, there was another watt used by the power and cooling systems.  Now companies like Google consume only 0.21 watts for power and cooling for every watt used by their information factory hardware which by the way consume less power than what is commonly used by the industry.

image

 

Where do you start? Most companies start where they have budget to spend. Huh? Sound silly. Well that is what happens in most companies as the IT organizations within a company are in silos of separation. Imagine if you wanted improve a car’s MPG and approached the problem based on which department had the budget available to make changes to the car.What is needed is an information engineer whose job it is to figure out how to improve the performance per watt in the whole system and prioritize the areas to address.

Companies like Google, Microsoft, Yahoo, Amazon, and eBay have addressed this problem by creating groups who have responsibilities to engineer their information factories.

Is your company running centers of data or information factories? The ones who think like information factories are driving to new levels of performance per watt.  Breaking down silos, to get groups to work together. You can Green the data center by looking at how much energy gets consumed by your information factories to create higher value information. Another choice is where data centers get their power from and the carbon impact.  Using 1.5% of the US electricity consumption data centers have the opportunity to locate near places with renewable energy and is commonly discussed by Google, Microsoft, and Yahoo.

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Top 100 Countries Reading Green Data Center Blog

November is my 2 year anniversary running www.greenm3.com on the Green Data Center topic. I started out the site with the encouragement of an old friend Bob Visse who Google searched “green data center” and told me it is an ideal area to start a blog on.  After 2 years, the site has 950+ RSS Readers, and numerous top 10 Google search results.

The growth of the readership is amazingly linear.

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There is a lot of I’ve learned over the past 2 years, and this blog is part of my system to document what is going in the industry.  It is now so ingrained in how I work that blogging is a natural part of the day, and explains why I am now up to this being my 988 post on the blog.  Hitting 1,000 posts by Nov 26, 2009 my exact 2 year anniversary is not going to be a problem.

And, the international reach is beyond my expectations. Below is the top 100 countries, rated in order of traffic hits to the blog over the last month.

Thanks for visiting my blog, and thanks to my new and old friends who continue to supply me with new ideas to write about.

-Dave Ohara

dave at greenm3 dot com

1

United States

54.89%
2

United Kingdom

6.41%
3

Canada

4.09%
4

India

3.59%
5

France

2.53%
6

Japan

2.06%
7

Australia

2.02%
8

Germany

1.86%
9

Netherlands

1.75%
10

Singapore

1.18%
11

Hong Kong

0.95%
12

Spain

0.85%
13

Switzerland

0.80%
14

Philippines

0.79%
15

Brazil

0.77%
16

Italy

0.72%
17

Ireland

0.71%
18

Taiwan

0.67%
19

Sweden

0.67%
20

Malaysia

0.66%
21

South Korea

0.63%
22

Belgium

0.55%
23

Denmark

0.55%
24

Indonesia

0.51%
25

Finland

0.49%
26

Thailand

0.44%
27

Poland

0.44%
28

Iran

0.41%
29

Portugal

0.40%
30

South Africa

0.39%
31

Mexico

0.35%
32

Romania

0.34%
33

Turkey

0.32%
34

New Zealand

0.32%
35

Norway

0.31%
36

Russia

0.29%
37

Greece

0.27%
38

(not set)

0.27%
39

Austria

0.25%
40

Hungary

0.25%
41

Israel

0.25%
42

Pakistan

0.23%
43

Vietnam

0.22%
44

Czech Republic

0.17%
45

Saudi Arabia

0.16%
46

Argentina

0.15%
47

Egypt

0.15%
48

Colombia

0.14%
49

Slovakia

0.14%
50

Chile

0.13%
51

Lithuania

0.12%
52

United Arab Emirates

0.12%
53

Peru

0.11%
54

Iceland

0.11%
55

Ukraine

0.11%
56

Croatia

0.10%
57

Bulgaria

0.09%
58

Jordan

0.09%
59

Serbia

0.08%
60

Estonia

0.08%
61

Venezuela

0.07%
62

Bangladesh

0.07%
63

Puerto Rico

0.07%
64

Costa Rica

0.07%
65

Slovenia

0.07%
66

Bahrain

0.05%
67

Armenia

0.05%
68

Luxembourg

0.05%
69

Kuwait

0.05%
70

Sri Lanka

0.05%
71

Dominican Republic

0.05%
72

Yemen

0.04%
73

Latvia

0.04%
74

Brunei

0.04%
75

Morocco

0.04%
76

Lebanon

0.04%
77

Tunisia

0.04%
78

Kenya

0.04%
79

Uruguay

0.03%
80

Algeria

0.03%
81

Malta

0.03%
82

Nepal

0.03%
83

China

0.03%
84

Macau

0.03%
85

Trinidad and Tobago

0.03%
86

Cayman Islands

0.02%
87

Mauritius

0.02%
88

Oman

0.02%
89

Ghana

0.02%
90

Ivory Coast

0.02%
91

Belarus

0.02%
92

Faroe Islands

0.02%
93

Qatar

0.02%
94

Guatemala

0.02%
95

Kazakhstan

0.02%
96

Iraq

0.02%
97

Jamaica

0.02%
98

Ecuador

0.02%
99

Macedonia [FYROM]

0.02%
100

Nigeria

0.02%
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