Creating a sustainable data center

DC20_Flyer_Blog.008

The importance of data centers for society has changed. Public life, economy, and society as a whole depend to a very large extend on the proper functioning of data centers, and they can be seen as a critical infrastructure that is also intertwined with other critical infrastructures. This creates societal and “moral” pressure and obligation to demonstrate leadership in creating a sustainable society.

It is an endeavor to create a sustainable data center; a data center that is environmentally viable, economically equitable, and socially bearable. That is because it is not a technical problem but an organizational and economic problem that has to be solved. The scope of this issue goes well beyond the walls of the data center.

There are lots of opportunities to improve the efficiency in the IT and data center supply chain. Doing more with less by removing inefficiency can help to reduce the rate of resource depletion and emission and e-waste. Energy efficiency improvements downstream can lead to enormous improvements for the whole supply chain because of multiplier effects upstream. Replacing carbon-based electricity with electricity based on renewable energy and hydro energy sources can bring CO2 emissions to zero. But that is not good enough.

We have to deal with the “Jevons paradox,” where increases in the efficiency of using a resource tend to increase the usage of that resource and the trends of “digitization of everything” and “anytime, anywhere, anyone connected.” These trends cause a staggering demand for digital services that will be delivered mostly by data centers.

The demand and growth will be unsustainable if we continue to use the old industrial production system based on nineteenth century ideas and concepts of make, take and waste.

If data center suppliers and IT organizations understand the necessity of sustainable production and want to fulfill the growing demand of digital services, then they have to change.

They have to change to a more sophisticated industrial production system by closing the loop: convert the linear production system to a circular system based on use, reuse, remanufacturing, and recycling. Focusing on performance and value in terms of customer-determined benefits will also create the need to make a transition from a goods-dominant logic to a service-dominant logic where suppliers deliver services not goods.

The philosophy of cradle to cradle and service-dominant logic fit very well together by selling results rather than equipment and performance and satisfaction rather than products. To make this possible, one has to broaden his scope beyond the data center. The supply chain should be tightly integrated. The supply chain has to be co-designed and co-developed with the suppliers and customers based on customer pull instead of supplier push.

Creating a sustainable data center calls for innovation. It, therefore, needs a multidisciplinary approach and different views and perspectives, within and between organizations, in order to close the loop and create a sustainable supply chain.

To create sustainable data centers, seven activities can be defined:

  1. Moving toward zero waste: at first the focus should be on the internal efficiency and later on the customer must be involved to reduce underutilization and overprovisioning, and life cycle analysis must be implemented.
  2. Increasingly diminish emissions along the supply chain: identify and evaluate externalities/social costs and act on this by creating sustainable procurement policies.
  3. Increasing efficiency and using more and more renewable energy: introduction of energy management, renewable energy deals with power suppliers, use of local renewable energy, and introduction of the emergy concept.
  4. Closing-loop recycling: take back procurement policy, introduction of reverse logistics, and “design for the environment.”
  5. Resource efficient placement and transportation: reevaluation of data center centralization and economy of scale concept versus economy of repetition and distributed data center concept.
  6. Creating commitment: involvement of stakeholders in the transformation to a new industrial production system.
  7. Redesign commerce: conversion to service-dominant logic and supply chain integration downstream and upstream by co-design and co-production.

Is this endeavor impossible? I don’t think so. It is more a question of commitment. Rethink the “data center equation” of “people, planet, profit” and prepare yourself and your organization to climb Mount Sustainability.

For more information read “Data center 2.0: The sustainable data center”

http://www.amazon.com/Data-Center-2-0-The-Sustainable/dp/1499224680

Cloud Computing, ownership matters

In the past fifteen years, many internal IT departments of enterprises evolved from artisan organizations that only assembled and provided customized, tailor-made products, to hybrid craft and mass production organizations that provides custom as well as standard products. But nowadays these IT departments are confronted with external organizations that deliver standard services and products that can be easily adapted to the needs of the customer based on the concept of “mass customization”.
Instead of buying, owning, and managing all kinds of IT components by yourself, nowadays the IT infrastructure is offered as a service by means of cloud computing.

There is a shift from “goods dominant logic” to a “service dominant logic”, were the focus is shifting away from tangibles and toward intangibles. This trend is supported by the use of virtualization technology for server, storage and network devices and also for applications.

The cloud computing offering of lower costs, shorter time to market, and on demand provisioning makes it very tempting for organizations to outsource their IT infrastructure and services.

But don’t we forget something? One of the most important things of information processing is that an organization has the right controls over the use of applications, data and infrastructure. Incomplete control can lead to all kinds of issues about business obligations and liabilities.

The control of these items is arranged by contracts, which is in fact an exchange of property rights. These property rights are a bit complicated because they have several dimensions:
• The right of possession
• The right of control
• The right of exclusion (access rights)
• The right of enjoyment (earn income from it)
• The right of disposition (buying or selling)

The consequence of these different dimensions is that different parties are able to hold partitions of rights to particular elements of a resource. On top of this there is the issue of legislation. When we talk about ownership we have to be careful because in legal systems ownership is based on tangible/physical objects. And yes of course, we have legislation about intellectual property, trademarks, etc. but when it comes to virtualized objects it becomes murky. Also cloud computing is about delivering services (intangibles) not about goods (tangibles).

The transition from “goods dominant logic” to a “service dominant logic” is a mind shift where the “bundle of rights” or property ownership still matters.

Signing cloud computing deals is not only about money and provisioning it is also about control. When a cloud computing sourcing deal is taking place the partitions of property rights should be grouped into appropriate bundles to stay in control.

Data Center 2.0 – The Sustainable Data Center, Now Available!

Data Center 2.0 – The Sustainable Data Center is now available. Data Center 2.0

The book is showing up on the websites of Amazon and will soon starts to pop up on websites of other  E-tailers’ .

Data Center 2.0 – The Sustainable Data Center is an in-depth look into the steps needed to transform modern-day data centers into sustainable entities.

See the press release:

Some nice endorsements were received:

“Data Center 2.0, is not so much about technology but about people, society and economic development. By helping readers understand that even if Data Centers, enabling the Digital economy, are contributing a lot to energy saving, they need to be sustainable themselves; Rien Dijkstra is on the right track. When explaining how to build sustainable Data Centers, through multi disciplinary approach, breaking the usual silos of the different expertise, Rien Dijkstra is proposing the change of behavior needed to build sustainable Data Centers. Definitely it is about people, not technology.” 

Paul-Francois Cattier, Global Senior Vice-President Data Center – Schneider Electric

“In Data Center 2.0 The Sustainable Data Center author Rien Dijkstra has gone several steps further in viewing the data center from the perspective of long term ownership and efficiency in combination with treating it as a system. It’s an excellent read with many sections that could be extracted and utilized in their own right. I highly recommend this read for IT leaders who are struggling with the questions of whether to add capacity (co-locate, buy, build, or lease) or how to create a stronger organizational ownership model for existing data center capacity. The questions get more complex every year and the risks more serious for the business. The fact that you’re making a business critical decision that must stand the test of technology and business change over 15 years is something you shouldn’t take lightly.” 

Mark Thiele, President and Founder Data Center Pulse

“Data centers used to be buildings to house computer servers along with network and storage systems, a physical manifestation of the Digital Economy. Internet of Things, the digitization of about everything in and around us, brings many profound changes. A data center is the place where it all comes together. Physical and digital life, fueled by energy and IT, economical and social demands and needs and not to forget sustainability considerations. Sustainable data centers have a great potential to help society to optimize the use of resources and to eliminate or reduce wastes of capital, human labor and energy. A data center in that sense is much more than just a building for servers. It has become a new business model. Data center 2.0 is a remarkable book that describes the steps and phases to facilitate and achieve this paradigm.” 

John Post, Managing Director – Foundation Green IT Amsterdam region

Preview Data Center 2.0 – The Sustainable Data Center

Data Center 2.0: The Sustainable Data Center is an in-depth look into the steps needed toData Center 2.0 transform modern-day data centers into sustainable entities.

To get an impression of the book you can read the prologue right here.

Prologue

In large parts of the world, computers, Internet services, mobile communication, and cloud computing have become a part of our daily lives, professional and private. Information and communication technology has invaded our life and is recognized as a crucial enabler of economic and social activities across all sectors of our society. The opportunity of anytime, anywhere being connected to communicate and interact and to exchange data is changing the world.

During the last two decades, a digital information infrastructure has been created whose functioning is critical to our society, governmental, and business processes and services, which depend on computers. Data centers, buildings to house computer servers along with network and storage systems, are a crucial part of this critical digital infrastructure. They are the physical manifestation of the digital economy and the virtual and digital information infrastructure, were data is processed, stored, and transmitted.

A data center is a very peculiar and special place. It is the place were different worlds meet each other. It is a place where organizational (and individual) information needs and demands are translated in bits and bytes that are subsequently translated in electrons that are moved around the world. It is the place where the business, IT, and energy worlds come together. Jointly they form a jigsaw puzzle of stakeholders with different and sometimes conflicting interests and objectives that are hard to manage and to control.

Electricity is the foundation of all digital information processing and digital services that are mostly provided from data centers. The quality and availability of the data center stands or falls with the quality and availability of the power supply to the data center.

For data centers, the observation is made that the annualized costs of power-related infrastructure has, in some cases, grown to equal the annualized capital costs of the IT equipment itself. Data centers have reached the point that the electricity costs of a server over its lifetime will equal or pass the price of the hardware. Also, it is estimated that data centers are responsible for about 2% of the total world electricity consumption.

It is therefore easy to understand why the topic of electricity usage of data centers is a subject of discussion.

Electricity is still mostly generated with fossil fuel-based primary energy resources such as coal, gas, and oil. But this carbon-constrained power sector is under pressure. Resilience to a changing climate makes the decarburization of these energy sources mandatory to ensure sustainability.

From different parts of society the sustainability of data centers is questioned. Energy efficiency and indirect CO2 emissions caused by the consumption of carbon-based electricity are criticized.

The data center industry is working hard on these issues. According to the common view, it comes down to implementing technical measures. The idea is that more efficient power usage of servers, storage and network components, improved utilization, and better power and cooling management in data centers will solve the problems.

This idea can be questioned. Data centers are part of complex supply chains and have many stakeholders with differing perspectives, incomplete, contradictory, and changing requirements and complex interdependencies. In this situation there is no simple, clear definition of data center efficiency, and there is no simple right or optimal solution.

According to the Brundtland Commision of the United Nations, sustainability is “to meet the needs of the present without compromising the ability of future generations to meet their own needs.”

Given the fact that we are living in a world with limited resources and the demand for digital infrastructure is growing exponentially, there will be limits that will be encountered. The limiting factor to future economic development is the availability and the functioning of natural capital. Therefore, we need a new and better industrial model.

Creating sustainable data centers is not a technical problem but an economic problem to be solved.

A sustainable data center should be environmentally viable, economically equitable, and socially bearable.

This book takes a conceptual approach to the subject of data centers and sustainability. The proposition of the book is that we must fundamentally rethink the “data center equation” of “people, planet, profit” in order to become sustainable.

The scope of this search goes beyond the walls of the data center itself. Given the great potential of information technology to transform today’s society into one characterized by sustainability what is the position of data centers?

The data center is the place where it all comes together: energy, IT, and societal demands and needs.

Sustainable data centers have a great potential to help society to optimize the use of resources and to eliminate or reduce wastes of capital, human labor and energy.

The idea is that a sustainable data center is based on economics, organization, people and technology. This book offers at least multiple views and aspects on sustainable data centers to allow readers to gain a better understanding and provoke thoughts on how to create sustainable data centers.

Creating a sustainable data center calls for a multidisciplinary approach and for different views and perspectives in order to obtain a good understanding of what is at stake.

The solution is, at the end of the day, a question of commitment.

Data Center 2.0 – The Sustainable Data Center (Update)

Data Center 2.0: The Sustainable Data Center is an in-depth look into the steps needed to transform modern-day data centers into sustainable entities. The book will be published at the beginning of the summer.

To get an impression see the following slide deck.

DC20_Flyer_Blog.001 DC20_Flyer_Blog.002 DC20_Flyer_Blog.003 DC20_Flyer_Blog.004 DC20_Flyer_Blog.005 DC20_Flyer_Blog.006 DC20_Flyer_Blog.007 DC20_Flyer_Blog.008 DC20_Flyer_Blog.009

Data Center 2.0 – The Sustainable Data Center

DC20_SustainableDataCenter
Currently busy with the final steps to get the forthcoming book ‘Data Center 2.0 – The Sustainable Data Center’ (ISBN 978-1499224689) published at the beginning of the summer.

Some quotes from the book:

“A data center is a very peculiar and special place. It is the place where different worlds meet each other. A place where organizational (and individual) information needs and demands are translated in bits and bytes that are subsequently translated in electrons that are moved around the world. It is the place where the business, IT and energy world come together. Jointly they form a jigsaw puzzle of stakeholders with different and sometimes conflicting interests and objectives that are hard to manage and to control.Data Center 2.0

Given the great potential of Information Technology to transform today’s society into one characterised by sustainability what is the position of data centers?

……..

The data center is the place were it all comes together: energy, IT and societal demands and needs.

…….

A sustainable data center should be environmentally viable, economically equitable, and socially bearable. To become sustainable, the data center industry must free itself from the shackles of 19th century based ideas and concepts of production. They are too simple for our 21th century world.

The combination of service-dominant logic and cradle-to-cradle makes it possible to create a sustainability data center industry.

Creating sustainable data centers is not a technical problem but an economic problem to be solved.”

The book takes a conceptual approach on the subject of data centers and sustainability. It offers at least multiple views and aspects on sustainable data centers to allow readers to gain a better understanding and provoke thoughts on how to create sustainable data centers.

The book has already received endorsements of Paul-Francois Cattier Global Senior, Vice President Data Center of Schneider Electric and John Post, Managing Director of Foundation  Green IT Amsterdam region.

Table of contents

1 Prologue
2 Signs Of The Time
3 Data Centers, 21th Century Factories
4 Data Centers A Critical Infrastructure
5 Data Centers And The IT Supply Chain
6 The Core Processes Of A Data Center
7 Externalities
8 A Look At Data Center Management
9 Data Center Analysis
10 Data Center Monitoring and Control
11 The Willingness To Change
12 On The Move: Data Center 1.5
13 IT Is Transforming Now!
14 Dominant Logic Under Pressure
15 Away From The Dominant Logic
16 A New Industrial Model
17 Data Center 2.0

The as-a-Service Datacenter, a new industrial model

It is said that cloud computing is improving business agility because of the ability to rapidly and inexpensively provision technological infrastructure resources on a pay-per-use basis. So customers are urged not to buy and own hardware and software for themselves but instead they should make use of cloud computing services that are offered by the cloud computing providers.

To put it another way, what is the point of owning hardware and software? Because the only thing you want to do with it is using it at the time you need it. The cloud computing proposition of on-demand delivery on a pay-per-use basis more or less removes the necessity to possess hardware and software.

But is this XaaS wisdom, “X-as-a-Service” as preached by the cloud computing providers also used by them selves?

 Service approach

An datacenter is an assembly of software, computer servers, storage, networks and power and cooling/air handling components. With these means the cloud computing provider assembles its cloud computing services. But is there a need for these providers to own these components?

Can a datacenter and thus a cloud computing proposition be assembled by a set of software, computer servers, storage, networks and power and cooling/air handling services provided by third parties?

Go circular

The emphasis on services rather than goods is a central idea of the new industrial model, circular economy, that is now gradually taking shape.

Circular economy draws a sharp distinction between the consumption and the use of CircularEconomymaterials. It is based on a ‘functional service’ model in which manufacturers retain the ownership of their products and, where possible, act as service providers—selling the use of products, not their one-way consumption as in the current industrial model of linear economy. In this new industrial model the goal of manufacturers is shifting; selling results rather than equipment, performance and satisfaction rather than products.

Examples

An example of this new approach is Philips, the global leader in LED lighting systems who has recently closed a deal with the Washington Metropolitan Area Transit Authority (WMATA) to provide 25 car parks with a LED lighting service. Philips will monitor and maintain the lighting solution based on a lighting-as-a-service model (Pay-per-Lux model).

As expressed by Philips the implications from a business process perspective are profound. Out the window goes the traditional, linear approach to resource use: namely, extract it, use it and then dump it. Instead, management focus turns to principles such as re-manufacturing, refurbishment and reuse.

Another example is InterfaceFLOR. As part of their drive to increase the inherent level of sustainability of their business, they do not sell the carpet as a product, they lease it as a service. That is supply, install, maintain and replace the carpet.

Walk the talk

Back to the cloud computing provider. Why bothering on the life cycle management of all the components you need? Why the burden of managing the buying, installing, maintaining, replacing, decommissioning processes?

Why not doing what you preach to your customer and start using the X-as-a-Service model for your own needs?

===

See also the blog post Data centers and Mount sustainability or if you want to know more on circular economy download a free copy of the book SenSe & SuStainability from the Ellen Macarthur foundation 

=====