American Express’s “Project Green” Data Center

Winston-Salem Journal reports on American Express’s latest Data Center in NC - “Project Green” where details are hard to discover about the data center.

American Express making plans to hide in plain sight

By Richard M. Barron

NEWS & RECORD

Published: September 7, 2010

GREENSBORO

American Express has shrouded its major data-center project in secrecy from the moment that economic developers said in May that Guilford County had landed the $600 million project.

The company has declined requests to comment about the center it plans to build on two sites near Interstate 40 at Rock Creek Dairy Road. Many people working with the company in business or government relationships are not returning calls or taking great pains not to let much information slip out.

The reason becomes clear when you get inside the philosophy of the data industry.

"Do not make public any information about your operations," according to a report by SANS Institute, a data-center security consultant, issued not long after the Sept. 11 attacks.

"This includes but is not limited to location, staff, design or security features, type of equipment, etc. The smallest pieces of information can be used to compromise security."

But, given the facility is $600 million and 510,000 square feet it is kind of ridiculous to think people won’t know where the site is.

For all its secrecy, however, American Express is building its data center in a remarkably public place: Rock Creek Center, the Triad's largest business park with 1,400 acres.

The park is just south of Interstate 40/85, one of the state's busiest sections of road. The data center will sit south of Franz Warner Parkway, which runs through the park, and just north of a housing development with 375 lots.

The company plans to hide in plain sight.

The site will by 75 % vacant.

After it builds its data center and two large power substations, American Express will leave 75 percent of its land essentially vacant.

As typical the cost of the site is 1% of the cost of the building.

American Express paid $450,000 for that site and $5.62 million for the 107.8 acres it bought in Rock Creek Center.

American Express has two parcels and one may be a back-up data center.

Earlier this month, the Greensboro City Council unanimously approved the annexation and zoning for a site on the north side of Interstate 85 that is expected to be used as a backup data center. The annexation will allow city water and sewer to be extended to the 145 acres. The zoning change will allow a business park to be built on agriculture land.

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Dilbert's idea applied to a Green Data Center

I've been staring at Scott Adams WSJ article for two weeks, thinking how to leverage Scott Adams and his Dilbert character.  The article is about Scott Adams trying to save the earth in his greenest house construction.  Many of Scott's points can be applied to building a green data center.  Read the full article as you'll enjoy it and get a few laughs.

How I (Almost) Saved the Earth

No one said it would be easy to build the greenest house on the block. Scott Adams on perplexing energy bills, ugly lawns and the true meaning of 'green'

By SCOTT ADAMS

Let's say you love the Earth. You see an article in a magazine about a guy who built a "green" house using mostly twigs, pinecones and abandoned bird nests. You want to build a green home, too. So you find an architect, show him the magazine and say, "Give me one just like this."

Cover_Main

Amanda Friedman for The Wall Street Journal; Dilbert Characters Copyright Scott Adams, Inc

Good luck with that.

Your architect only knows how to design homes using materials that his local planning commission is likely to approve. But he wants the job, so he tries hard to talk you out of using twigs, pinecones and abandoned bird nests. He tells you that no builder will build it. He tells you it won't get approved by the city. He tells you it won't stand up to earthquakes, hurricanes or termites. But you persist. You're saving the Earth, damn it. No one said it would be easy.

What is Green?

My point is that being green is hard. My wife and I recently built what is arguably the greenest home for miles around. OK, stop. This is a good time to define "green."

The greenest home is the one you don't build. If you really want to save the Earth, move in with another family and share a house that's already built. Better yet, live in the forest and eat whatever the squirrels don't want. Don't brag to me about riding your bicycle to work; a lot of energy went into building that bicycle. Stop being a hypocrite like me.

I prefer a more pragmatic definition of green. I think of it as living the life you want, with as much Earth-wise efficiency as your time and budget reasonably allow.

Scott did what many do when looking to green the data center.  Where is the expertise?  And beware of the advice you get as most of the information will come from manufacturers who have a financial incentive to mislead you.

Throughout the building process I picked as many expert brains as I could to figure out what energy-related aspects of the house would be the most bang for the buck. Opinions sometimes varied, but here's what came out at the top.

Heating and cooling are the biggest energy thieves. And roofs and windows matter the most for heat transfer. Focus your research and budget there. Most of the information you find will come from manufacturers who have a financial interest in misleading you, and also of course from cartoonists who write opinion pieces after being misled by those same manufacturers. Good luck with your research.

One of Scott Adams is frustrations is the inability to model for what is best ROI on green.  You may say you can model the PUE and data center mechanical.  But, I challenge you to model 365 days a year with the actual IT hardware, software and load running in the data center.  Modeling without the load isn't worth a lot.  If you did model the load you could account for whether money should be spent on IT HW or IT SW to get the best ROI.

The next problem you discover when trying to build green is that there is no way to model the entire home's energy efficiency before it is built. It's as much guessing as engineering. Every home is unique. You can't be sure if, let's say, a whole house fan in the attic is worth the extra expense, assuming you do everything else right. We opted for the fan, which is designed to efficiently draw in the cool evening air. In practice, we don't use it because it makes a hum that I barely notice but my wife doesn't want to hear. I did not see that coming.

Scott jokes about his photovoltaic system.

We have a photovoltaic system for generating electricity. That's the most visible sign of a green home, and probably the dumbest. I expect the system to pay for itself in nominal dollars, perhaps in 15 years. But if I compare it with the most obvious alternative, it makes no economic sense. The smart alternative would have been to wait until the costs for systems like this drop by 50%, which will probably happen in a few years.

I confess that we put in the photovoltaic system partly for psychological reasons. I heard great stories of energy meters "spinning backwards" and I wanted in on that. But thanks to our local power company, PG&E, I've been unable to determine if the system is working at all. I know for sure that during the first four months I generated power for PG&E, gave it to them for free and then bought it back at full price. It had something to do with a delay in PG&E getting the right kind of meter installed.

Now we have the right meter, but no backward-spinning anything that I can detect. And I think I'm getting billed full price, but I can't decipher the impenetrable documents they send me.

and comes to the following realization.

Conclusion: Photovoltaic systems are a waste of money. But I'd do it again in a heartbeat, because I love the Earth, damn it. In my defense, the price of your future photovoltaic system will never come down unless idiots like me pay too much today. You're welcome.

and you can tell Scott gets pretty frustrated.

This would be a good time to point out that nothing you learn about green building materials will be supported by relevant data that is in the proper context for your particular home. But the rest of your life is probably a mess too, so you'll get used to it fast

the best laugh is Scott's closing.

Kidding aside, I do love the Earth, damn it. And if my only contribution to its well-being is joining the early adopters (OK, idiots) so that those who follow have better information and lower costs for green building, I'm OK with that. I just hope it's enough to make up for the squirrel I ran over this morning with the minivan.

—Scott Adams is the creator of 'Dilbert.'

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Web Metrics on Frozen Kindle 3 post

One week ago, I posted on my experience contacting Amazon.com tech support regarding a frozen Kindle 3.  The following are a bunch of metric analytics I'll use to describe my post 7 days old.  Note: I am using this as an example of what I can figure out now on any post I put on this blog.

There are some interesting market research and intelligence I am figuring out  about users around the world who hit my post.  For example, understanding what keywords people are searching for helps develop better content.  I can also get leads on companies looking for data center content and how much interest there is in content in different geographic locations.

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First after 7 days, if you Google search "frozen Kindle 3" my blog post my post shows up #1.

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Here is the traffic through Feedburner for the post.  311 feed readers and 106 clicks back.  Nothing particularly big.

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Going to Google Analytics, here is the traffic over the past week. 

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There were 897 views with average time on page of 4:49 which means a lot of people were taking time reading and referencing the post as they were trying to fix their Kindle 3.  The bounce rate is 96.14% as the readers didn't have an in interest in green data centers, but it was since to know that 3.86% read something else on my blog.

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Looking at the keywords typed in Google Search here are the top 15.  The #1 entry is the 106 unique page views that came from the same 106 reported in Feedburner for clicks to content based on my RSS subscribers.  #2 and on are the order in frequency of page views from keywords typed in that users eventually clicked on my post. 

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The list of keywords goes up to 241 down to one click entries.

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There are a total 45 countries who have used Google Search to find the post.  The following are top 10.

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138 regions.

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To get more specific here are the top 10 out of 500 cities.

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There are 391 service providers listed including amazon, RIM,

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What type of users are the Kindle 3 user base?  Windows, Mac, Linux.  Here are the top 13 which should work as a pretty good sample to figure out a user mix and there other devices.  Note the # of Apple users - Mac, iPhone, iPad, and iPod.

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And the browser mix illustrates the Apple loyalists with the high Safari hits.

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And, what search engines did people use. My Microsoft friends ask why I don't use Bing more.  well when more than 95% of my search traffic comes from Google, I keep to the same mindset of my users.

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I'll write about analytics on a green data center technical topic.  But, the main one I am studying is the 2,000 hits I have on the Top 5 data center construction companies.  I am quite surprised at how much traffic I get to that post, and how it stays up there in traffic.

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Greenpeace turns on the Heat on Facebook's choice for coal power

I've been blogging about the Greenpeace PR campaign to get Facebook to be 100% renewable power since Feb 22, 2010.

Maybe Facebook should have bought a Bloom Box to diffuse Greenpeace’s campaign against a coal powered data center

Thanks to Matt Stansberry’s reporting on SearchDataCenter, attention was drawn to Facebook’s Prineville Data Center being coal powered.

Tiered energy rates bring higher prices for new customers
By 2012, BPA will charge tiered rates for power. Customers that signed 20-year contracts in 2008 will pay tier-one (i.e., inexpensive) pricing for their current electricity demand. These customers use most of the power produced by the dams.

And, have written numerous follow on posts watching the membership #'s rise.

Apple was a Greenpeace target and I am sure they were evaluating Google, Microsoft, Yahoo, and many others with their energy consuming data centers.

Greenpeace was waiting for the right data center operator to go after, and their poster child is Facebook.

Note: the Associated Press (AP) coverage of the Greenpeace announcement means there are hundreds more media outlets reporting on this Greenpeace story.

We'll see what Facebook's next move and how many more people sign up for the Greenpeace Facebook pages for 100% renewable power.

There are a bunch of people sighing in relief they are not a Greenpeace target.  But beware, as Greenpeace targets another data center operator.  Is Twitter next going to Salt Lake City?

Here is the current media coverage.

Greenpeace wants Facebook center off coal fuel

The Associated Press - Arthur Max - ‎5 hours ago‎

AMSTERDAM — Greenpeace said about 500000 Facebook users have urged the world's largest online social network to abandon plans to buy electricity from a ...

'Friendly' push for Facebook to dump coal

Reuters Blogs (blog) - ‎6 hours ago‎

With half a million signatures backing it up, Greenpeace fired off a letter to Facebook's CEO Mark Zuckerberg today calling for the world's largest social ...

Greenpeace's tenacious Facebook attack shines light on need for 'green cloud ...

ZDNet (blog) - Heather Clancy - ‎7 hours ago‎

Environmental activist organization Greenpeace just won't get off Facebook's case for planning to invest ...

Facebook faces campaign to switch to renewable energy

The Guardian - ‎9 hours ago‎

Social networking website Facebook is coming under unprecedented pressure from its users to switch to renewable energy. In one of the web's fastest-growing ...

Greenpeace campaign gets 500000 Facebook users to urge social networking site ...

The Canadian Press - ‎11 hours ago‎

AMSTERDAM — Greenpeace says about 500000 Facebook users have urged the world's largest social network to abandon plans to buy electricity from a coal-based ...

Daily Dose - Quitting smoking in LA, Facebook v Greenpeace and Fashion's Night Out

89.3 KPCC (blog) - Alex Cohen - ‎2 hours ago‎

September 1, 2010 -- Believe it or not, I used to be a smoker. At one point, I smoked nearly a pack a day. Luckily, back in the mid-90s I fell in love with ...

Greenpeace, Facebook & the Media Megaphone

Data Center Knowledge - Rich Miller - ‎5 hours ago‎

None of the major facts have changed in the ongoing controversy in which Greenpeace International has objected to Facebook's energy sourcing for its new ...

Facebook Defends 'Green' Data Centre

eWEEK Europe UK - Peter Judge - ‎10 hours ago‎

Facebook has defended the efficiency of a data centre which is the focus of a protest mounted by Greenpeace, pointing out that it uses modern cooling ...

Greenpeace Asks Facebook To 'Unfriend' Coal

eWEEK Europe UK - Peter Judge - ‎14 hours ago‎

Greenpeace has intensified its campaign against Facebook's use of coal-fired electricity, with a letter to Mark Zuckerberg, and a Facebook group that now ...

Greenpeace tells Facebook to stop using coal

PCR-online.biz - Nicky Trup - ‎16 hours ago‎

The executive director of Greenpeace has called on Facebook CEO Mark Zuckerberg to phase out the use of coal-fired ...

Next On Greenpeace's Enemies List: Facebook

CrunchGear (blog) - Nicholas Deleon - ‎16 hours ago‎

Greenpeace, the organization with noble goals but a prickly way of going about things, has asked Facebook to stop ...

Executive Director of Greenpeace to CEO of Facebook: Unfriend Coal!

Greenpeace International (blog) - Jodie Van Horn - ‎17 hours ago‎

We've been talking a lot about Facebook lately. We were alarmed in January by the company's ann

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What is the future of a Data Center Glasnost?

DataCenterKnowledge’s Rich Miller wrote a good post on Google’s Chris Malone presentation at Uptime Institute in Apr 2009, and Daniel Costello’s calling for a Data Center Glasnost.

Microsoft, Google and Data Center Glasnost

April 16th, 2009 : Rich Miller

Chris Malone of Google speaks Tuesday at the Uptim Institute Symposium 2009 in New York, while Uptime founder Ken Brill listens.

Chris Malone of Google speaks Tuesday at the Uptime Institute Symposium 2009 in New York. Listening at right is Uptime Institute founder Ken Brill.

One of the best-attended Tuesday sessions at The Uptime Institute’s Symposium 2009 in New York was a presentation by Google’s Chris Malone. As has been notedelsewhere, Malone’s talk summarized much of the information that Google disclosed April 1 at its Data Center Efficiency Summit. But there was a noteworthy moment during the question and answer period when Daniel Costello approached the mike.

Daniel went on to present the idea of a Glasnost.

“Microsoft applauds Google’s openness in presenting this information,” Costello said. “It’s moving us forward to a data center glasnost of sorts.” Glasnost, for those with short memories, was the policy of openness and transparency that Mikhail Gorbachev introduced in the Soviet Union in the 1980s.

Google’s Chris Malone responds.

Over the past year Microsoft has been actively discussing some of its data center innovations and best practices at industry events. Responding to Costello, Malone said Google intends to pursue a similar path, reversing years of secrecy about its data center operations. “One of the reasons we’re here is to share in the industry discussions,” said Malone, who added that Google has now joined The Green Grid, one of the industry consortiums on energy efficiency.

Rich Miller makes an excellent point though in differences in what Microsoft and Google are presenting.

There are differences in the two companies’ approaches. Microsoft is talking publicly about its future data center design plans, like the “Generation 4 ” plan for roofless container farms. Google’s disclosures thus far have focused on older facilities that likely don’t represent the 2008 model year for its data centers. And as happened at Uptime, there will be continuing debates in the industry about how much of the innovation seen at Google and Microsoft is relevant to smaller data centers.

But, with Daniel Costello moving to Google will Glasnost and the spirit of openness change into a Cold War?  Rich Miller closed his post making the point of a cold war.

But when it comes to expert information on best practices, more is better. Like the end users, the data center industry has its share of information siloes, and its good to see that starting to change. Much hard work remains. But Glasnost is far better than a data center Cold War.

If you follow with the Cold War analogy who is the Soviet Union and who is the US?

Google has been building data centers longer than Microsoft and they are proud of their move to containers before Microsoft.

Both Google and Microsoft have a bunch of money and a lot to win and lose in the data center wars.

Is Daniel Costello’s move to Google a tipping point?

From Publishers Weekly

The premise of this facile piece of pop sociology has built-in appeal: little changes can have big effects; when small numbers of people start behaving differently, that behavior can ripple outward until a critical mass or "tipping point" is reached, changing the world. Gladwell's thesis that ideas, products, messages and behaviors "spread just like viruses do" remains a metaphor as he follows the growth of "word-of-mouth epidemics" triggered with the help of three pivotal types. These are Connectors, sociable personalities who bring people together; Mavens, who like to pass along knowledge; and Salesmen, adept at persuading the unenlightened. (Paul Revere, for example, was a Maven and a Connector). Gladwell's applications of his "tipping point" concept to current phenomena--such as the drop in violent crime in New York, the rebirth of Hush Puppies suede shoes as a suburban mall favorite, teenage suicide patterns and the efficiency of small work units--may arouse controversy.

How ironic that Daniel calls for Glasnost in Apr 2009 as Microsoft data center executive and in Sept 2010 will be a Google Data Center executive.

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