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© 2008 IBM Corporation
Telling and Selling IBM Green!
How to guide to IBM Energy Efficiency Solutions
Rich LechnerVP Marketing and StrategyEnterprise Systems
SSM_Energy Efficiency Deep Education_internal use only2
Learning objectives
Part 1 —Telling the IBM green story (20 minutes) Hear first hand the IBM Green C-level elevator presentation Learn the 4 business drivers for Green Understand the core benefits of Green Describe IBM’s Green credentials
Part 2 —Selling the IBM green story (20 minutes) Specific offerings in support of green In depth fact sheets for sellers covering IBM GTS, STG, SWG,
E&U, and Research offerings. Learn how to position each. How to engage your clients Review comprehensive enablement assets
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Information technology (IT) accounts for….
Data source: Green IT: A New Industry Shock Wave, Gartner Symposium/ITxpo, October 2007,
–Accounts for 2% of anthropogenic CO2
–Roughly equivalent to aviation industry–IT energy usage will double next 4 years
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Opportunities abound for Green IT
Data Centers consumed 180B kwh in 2007 – will double next 4 yearsSome Digital Media firms are forecasting doubling consumption annuallyOver $29B in power & cooling industry wide in 2007
– U.S. Energy Information Administration, IDC
The magnitude of the problem…
...inefficiency need to be addressed
100 units of energy production 3 units for productive IT Average resource utilization <10%=$140B excess server capacity
-U.S Dept. of Energy, IDC
1 billion computers will become potential scrap by 2010
Only 45% of US companies have eco-friendly disposal plansThe potential toxic risks of improper disposal are enormous
– IDC, National Safety Council
...e-waste can no longer be ignored.
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Financial
Operational
Social / Regulatory
Global
Business drivers for Green IT
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Facilities Compute Resources
VirtualizationDiagnose
IBM’s holistic approach to Green data centers
Active Energy Management
ResponsibleDisposal
Cooling Innovations
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Data center
IT Load
55% 45%
Power and Cooling
How is energy typically used in the data center?
IT Resources
70% 30%
Power supply, memory, fans, planar, drives . . .
Processor
Utilization
80%80% 20%20%
Idle
Resourceusage rate
45%
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Data center IT resources Utilization
Scalable Modular Data CenterScalable Modular Data Center
Data Center Facilities DesignData Center Facilities Design
Energy AssessmentsEnergy Assessments
Thermal Analysis Thermal Analysis
Consolidation ServicesConsolidation Services
Active energy Active energy managementmanagement
Storage and server Storage and server virtualization virtualization
leadershipleadership
IBM SystemsIBM Systemstmtm
IBM Rear DoorIBM Rear DoorHeat ExchangerHeat Exchanger
Intelligent Power SuppliesIntelligent Power Supplies
IBM Systems StorageIBM Systems Storagetmtm
Research and DevelopmentResearch and Development
Understand your energy use Understand your energy use and opportunities for and opportunities for
improvementimprovement
Plan, build, and upgrade to Plan, build, and upgrade to energy efficient energy efficient
data centers using data centers using innovative technologyinnovative technology
Seize control Seize control by implementing energyby implementing energy
management and management and virtualizationvirtualization
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Data source: http://www.usctcgateway.net/tool/
A 20% efficiency improvement could save 36 billion kwh or 22m tons of CO2
…
Green IT vs. other abatement choices
…or you could remove 3,505,401 cars and light trucks from the company fleet.
…or you could plant 502,440,757 tree seedling and grow them for 10 years.
…or you could manage and preserve 16,329,325 acres of pine or fir forest per year.
..or you could recycle 6,597,707 tons of company waste instead of sending to landfills.
What if every data centers was a
green data center?
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Up to 40% reduction in power and cooling
Some have achieved 80% reduction in floor space
Utilization rates increased 4X
Avoided new construction
Green IT can deliver profound results
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IBM operates 8M sq. ft of commercial data center operations — largest in the world
Projected annual savings of 5B KWH
IBM actions will result in the avoidance of 2.5M tons of CO2 per year, which equates
to 1M automobiles not driven for 1 year
One Example: 3900 UNIX/x86 servers consolidating to 33 IBM System z mainframes — saving $25M in energy cost , $450M overall in 5 years
IBM will double compute capacity without increasing consumption or impact
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Cost savings from more efficient energy use
ROI on IT more than 3 years old is less than 2 years
Every $1 saved on energy, drives another $6 -$8 operational savings
More computing performance per kilowatt
Extend the life of IT equipment
Results in a shared, flexible infrastructure
Verifiable energy conservation
Proactively address energy/climate challenges
Improves customer’s image of your company
Use Green as your new business barometer
Financial Operational Social / Regulatory
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Set substantive goals► Effective global goals should document integrated results from across all aspects
of your business
58% Reduction
1998 Became the first semi-conductor company to set a numerical target for PFC
emissions reduction
600
500
400
300
200
100
0
2000 2001 2002 2003 2004 2005
Green IT Roadmap — Step 1
44%44%
IBM Example
Between 1990 and 2006, IBM’s global energy conservation actions reduced or avoided CO2 emissions by an amount equal to 44% of our 1990 emissions.
New goal: to extend the above achievement by reducing CO2 emissions by 12% between 2005 and 2012.
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Neuwing Neuwing Energy Energy
VenturesVentures
17 yrs.17 yrs.
Green IT Roadmap — Step 2
Make sure goals are transparent and verified• Market expectation is for progress toward goals to be open and verified by reputable
3rd party• Not acceptable to “green wash” your organization by saying you are green
IBM Example Annual corporate environmental reports released
every year since 1990 U.S. Dept. of Energy's Voluntary Greenhouse Gas
Emissions Reporting for 13 years (since inception) Reported to the Carbon Disclosure Project for 5
years (since inception) Independent verified greenhouse gas emissions
through WWF Climate Savers, Center for Energy & Climate Solutions, U.S. EPA Climate Leaders, and Chicago Climate Exchange
Launched industries’ first Energy Efficiency Certificate (EEC) program with Neuwing Energy Ventures
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Green Power
Purchaser Award 2006
USEPA Climate Protection Award
1998 and 2006
FORTUNE 500 Top 20 2004, 2005, 2006
Business Environmental Leadership Council
11stst
Green IT Roadmap — Step 3
Demonstrate leadership in your industry • Partnerships and collaborations are important if you want to improve
environmental performance of your supply chain.
IBM Example First in our industry to establish numeric goal for reducing PFC emissions Charter memberships in World Wildlife Fund's Climate Savers program, World
Resources Institute's Green Power Market Development Group, U.S. EPA Climate Leaders and Chicago Climate Exchange
Member of U.S. EPA’s SmartWay Transport Partnership and Green Grid Consortium
Charter member of U.S. EPA’s ENERGY
STAR Computers Program 1992
Green Grid Founding Member
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What about the other…
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Intelligent Utility Networks
• IBM and CenterPoint Energy are engagedin a strategic effort to develop and deploy Intelligent Utility Network (IUN) solutions
Transport Systems
• Stockholm Congestion Tax Project - differentiated pricing by time of day, congestion level, and potentially emissions level
• 1st month pilot results: •Traffic reduced by 100,000 vehicle passages per day (25%)•Public transportation passengers increased by 40,000 / day
Environmental Research• Advanced Water Management• Carbon Management • Alternate Energies
IBM Big Green innovations for the 98%
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Understand your present environment
Make efficient use of technology
Lead by example
In the final analysis, it’s only our planet…….
ibm.com/systems/greendatacenter
© 2008 IBM Corporation
How To Guide Part 2:
Selling IBM Green
Steve ColeEnergy Efficiency Leader Enterprise [email protected]
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Gartner ranks Green IT #1 for 2008. “In 2007 Green IT moved from a niche to widespread adoption. 2008 we see new and revised approaches to green.”
Gartner ranks Green IT #1 for 2008. “In 2007 Green IT moved from a niche to widespread adoption. 2008 we see new and revised approaches to green.”
“Rising energy cost , demand for computing and data capacity is growing unabated…..IT departments are beginning to get the energy bills.” - IBM / Consultant studies, September 2007
“ Datacenters have doubled their energy use in the past five years, customers have ‘hit the wall’ in terms of power in the data center and crisis in eliminating heat .” - Koomey, February 2007
“81% of respondents think the ‘Greenness’ of their IT suppliers will become ‘much more important’ over the next few years.” –IDC Green Survey, November 2007
Situation analyst and market survey findings
IDC estimates 50 cents is spent on energy for every dollar of computer hardware. This is expected to increase by 54% to 71 cents over the next four years.
IDC estimates 50 cents is spent on energy for every dollar of computer hardware. This is expected to increase by 54% to 71 cents over the next four years.
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Why Green Data Centers ?
•Data Centers consumed 182 billion kWh in 2007
•2x increase since 2000, double again by 2011
•Volume servers responsible for 68% of increase
•Low utilization of these resources wastes precious IT budgets
•Creates perfect selling storm for IBM SSM’s
Data source: Creating :http://www.usctcgateway.net/tool/
IT Load
Power and Cooling
20% efficiency improvement will free up $27B Capex transformation…and save 36 billion kwh or 22m tons of CO2 or 4.2m passenger cars
55%45%55% 45%
Perfect StormPerfect Storm
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Fact Sheet: Energy usage in Data Centers WW
Server, Storage, and
Network Operations
Chillers, Humidifiers, CRAC, PDU,
UPS, Conversion,
and Distribution
303 billion kWh Input
182 billion kWh Delivered
192 billion kWh
Output
100 billion kWh for facility (55%)
82 billion kWh for IT (45%)
Chillers, humidifiers,
CRAC, PDU, UPS,
Lights, and Power
distribution
Chillers, humidifiers,
CRAC, PDU, UPS,
Lights, and Power
distribution
Servers, Storage, and Network
Servers, Storage, and Network
Data source: Creating Energy-Efficient Data Centers, , U.S. Department of Energy , May 18, 2007
10% facility+
10% IT efficiency
improvement
$19.5 B Opportunity
next 36 months
* Relationship at Actual Data Centers will Depend on Sophistication of DC operator.
*
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Fact Sheet: WW opportunity for Green IT
Kw Usage 2006 2007 2008 2009 2010
USA 69,000,000,000 79,350,000,000 91,252,500,000 104,940,375,000 120,681,431,250Europe 55,000,000,000 63,250,000,000 72,737,500,000 83,648,125,000 96,195,343,750AP 15,000,000,000 17,250,000,000 19,837,500,000 22,813,125,000 26,235,093,750Canada 10,000,000,000 11,500,000,000 13,225,000,000 15,208,750,000 17,490,062,500LA 9,000,000,000 10,350,000,000 11,902,500,000 13,687,875,000 15,741,056,250
158,000,000,000 181,700,000,000 208,955,000,000 240,298,250,000 276,342,987,500kwh cost 0.10 0.11 0.12 0.13 0.15
$15,800,000,000 $19,987,000,000 $25,283,555,000 $31,983,697,075 $40,459,376,800Reinvest efficiency improvements 20% 20% 20% 20% 20%
WW oppt'y $3,160,000,000 $3,997,400,000 $5,056,711,000 $6,396,739,415 $8,091,875,360
$5,056,711,000 $6,396,739,415 $8,091,875,360 $19,545,325,775
Assumptionskwh cost rising 10% per yearkwh usage increasing 15% per year 20-40% possible efficiency improvements, err on low sideall efficiency improvements savings are reinvested in facilities and hardware improvements
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Fact Sheet: Information technology (IT) accounts for….
…of CO2 emissions
27 billion metric tons of CO2 worldwide last year
–Approx. 7 to 8 billion tons are anthropogenic CO2–6 billion tons from power generation alone
182 billion kWh used by data centers equals 132 to 160 million tons of CO2
–Depends on the carbon calculator you use ( over 12 different sources )–http://www.usctcgateway.net/tool
2% x 8 billion tons CO2 = 160 m tons from IT
160 m tons = 1.7% of WW anthropogenic CO2
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Server hardware Server loadsData center
How to improve efficiency
Reduce cooling/UPS needs vs. energy going in servers, capture heat at source (Potential gain 10%)
More efficient cooling and energy supply
Higher efficiency infrastructure, power management' ( > 3yrs older is good target )
Better serverhardware design
Reduce idle/unused capacity which still consumes energy (Utilization 5 to 20 % gain)
Enhance resource usage rate
(conso/virtualization)
Fact sheet: IBM delivers across the board
Other
70%
Processor
30%(Power supply,
fans, memory,disk)
Reduce consumption @ chip level( Cap power usage )
Advanced processor design
+ process
Processor
Performance, Capacity/Watt
Up to 95% idle
resource
Resources used at
5-20% average for
appl. load
TYPICAL USAGE RATESMainframe80 – 90%
UNIX 10 – 20%
Wintel 5 – 12%
ITPower45%
HVAC,UPS55%
100 Units
35 Units
33 UnitsDelivered*
*Data source: U.S. Department of Energy May 18, 2007
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No other vendor has this pyramid of green offerings
Innovation Solutions
GreenServices
and Support
GTS EngagementServer Consolidation Efficiency StudyVmware, APV and IBM Director
Implementation Services Data Center Stored Cooling Solution-IBM
LabsOptimized Airflow Assessment for CablingScalable Modular Data CenterIntegrated Rack SolutionData Center Global Consolidation
and Relocation Enablement
Value Add Services
IBM Installation of Cool Blue Rear Door Heat eXchanger -STG LBS
Energy Efficiency Project Financing – IGF
Energy Efficiency Certificates-STG & GTS
GTS ExpertiseServer and Storage Consolidation
and Virtualization ServicesData Center and Facilities Strategy
ServicesIT Facilities Consolidation and
Relocation ServicesSpecialized Facilities Services
IBM Lab Services for IT
Green Solutions
Green Products
System p
System i
System x
BladeCenter System Storage
IBM Site and Facilities for non-IT
Active Energy Manager Rear Door Heat Exchanger
System z
iDataplex
Green Assessments
SWG Tivoli ITM Tivoli ITM Power AgentTivoli ITCAM RTTivoli UAMTivoli Maximo SpatialTivoli Asset Mgmt for IT
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What is a green data center?
Value Proposition:For Mid Market, SMB and Large Enterprise clients, with a) data center larger than 1000 sq, ft b) using technologies older than 3 years, c) who face data center overheating problems, or d) have power or cooling shortages that inhibit growth , IBM offers a comprehensive approach to helping customers create and manage energy efficient and environmentally responsible green data centers. Unlike Hewlett Packard Corporation, IBM’s approach addresses all five essential elements of a green data center—diagnose, build, virtualize, manage-measure, and cooling.
DiagnoseGet the facts to
understand your energy use and
opportunities for improvement
Build
Plan, build, and upgrade to energy
efficient data centers
Cool VirtualizeImplement
virtualization and other innovative
technologies
Measure and Manage
Seize control with energy
managementsoftware
Green Data Center
Use innovativecooling solutions
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Build
Data Center Energy Efficiency Assessment-GTS
Data Center Thermal Analysis and Optimization Facilities Integration-GTS
IBM Optimization and Integration Services: Server Consolidation-GTS
Accelerator for Rationalization -GTS IT Systems Energy Efficiency
Assessment-STG Data Center Health Audit for IT-STG Server and Storage Power/Cooling
Trends and Data Center Best Practices-STG
Optimized Airflow Assessment for Cabling -GTS
Scalable Modular Data Center-GTS Integrated Rack Solution -GTS Data Center Global Consolidation,
Relocation Enablement, Green-Facilities Services-GTS
IBM BladeCenter-STG IBM System Storage –STG IBM System x - STG IBM System i -STG IBM System p -STG IBM System z -STG IBM Blue Gene -STG Data Center Global Consolidation and
Relocation Enablement - GTS Energy Efficiency Project Financing - IGF Networking SPL - GTS Strategy & Architecture SPL - GTS
Virtualization on IBM Systems andIBM System Storage- STG
IBM Emerging Server Technology Services - VMware -GTS
Green Data Center
Virtualize Cool
Build Measure and
Manage
Diagnose
Virtualize Cool Data Center Stored Cooling
Solution- GTS IBM power supplies - STG Rear Door Heat Exchanger- STG
Diagnose
Manage and Measure IBM Systems Director – Active Energy
Manager 3.1 - STG Tivoli Tivoli Monitoring Power Agent,
Composite Application Manager for Response Time, Usage & Accounting Mgr, Maximo Spatial and Asset Mgt –SWG
Environmental compliant, secure disposal- IGF
IBM offerings map
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Data Center - Planning, Design, and Construction
Service
– Full evaluation report that includes electrical, mechanical
and space requirements, with equipment layout drawings,
cost estimates and a proposed construction schedule. IBM Data Center Energy Efficiency Assessment
– Compare data center energy efficiency to industry
standards and discovers opportunities to improve
efficiency of the entire data center ecosystem. Server Consolidation Efficiency Study
Streamlined assessment provides clients with the fact
base required to justify initiatives for optimizing their
server environments while reducing energy costs IBM Thermal Analysis for High Density Computing
– Real-time thermal analyst that can pinpoint high-heat
areas within a computer room - and create solutions to
alleviate the problem.
Diagnose: IBM GTS skills you can recommend
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What you will learn to do: Educate you on the Best Practices for Energy Efficient use in
your data center Provide insight into the future direction of computing as it
relates to Energy Teach you how to review the results and discuss roadmaps to
“green data center” with customers As result you can conduct a 4-hour interview as “Green Team
member” to gather high level data
Your customers will benefit Identify simple to implement, low or no cost, energy saving
ideas Customized “Green Blueprint” Know potential IT savings Ability to implement more solutions and technologies
Perform a Server and Storage Power/Cooling Trends and Data Center Best Practice evaluation to determine the potential cost/energy savings
Diagnose: IT only green-skills you can learn
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The breadth and depth of IBM Development at your service
Mobile Measurement Technology (MMT)
IT Systems Energy Efficiency Assessment
–Assessment that analyzes existing IT systems to provide guidance in strategy to achieve required IT workload and performance with less power, cooling, and space requirements.
Data Center Health Audit
–Evaluates the overall heath and readiness of IT infrastructure. Recommends actions to reduce risks and improve site availability based on 2-3 week review.
Optimize thermal profile of IT systems to eliminate hot spots
–Utilizing MMT, unique cart-based design for measurement collection to create 3D temperature map of IT equipment
Diagnose: STG Lab Services skills you can use
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IBM GTS Deep Skills ( across SPL’s )
–Creating highly resilient green data centers that include energy efficiency as a
design point ( i.e. IBM Boulder )IBM Optimized Airflow Assessment for Cabling
–Yields improved cooling and reduced energy usage across data centerIBM Scalable Modular Data Center
–About 15 percent below the price of a traditional approach IBM Server Optimization and Integration Services – server consolidation
– Increase server utilization and flexibility while reducing TCO
Build: Recommend these GTS Solutions
SSM_Energy Efficiency Deep Education_internal use only33
90% efficiency, Refrigeration cooling in System z has significantly reduced (leakage) power.Low temperature CPU cooling for high efficiencyShared redundant regulated fans.
Made of multiple dedicated sub-systems for low overhead and optimized usage rate (compute, I/O multiple sub-systems)
Dedicated specialty engines for high efficiency: IFL (Linux), zAAP (Java, WebSphere), zIIP (Data access)
2
1
Efficient system design for energy savings
Highest usage rate (80-
90%) and resource
usability, extensive
consolidation of
servers and their
ecosystem
Energy saver system architecture
IBM System z Enterprise hub at lowest energy level consumed
Minidisksuser specific
data
Shared disksRead Only
Strong I/O8 Paths
VirtualRACKs
GigabitEthernet
z/VM on System z9
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Sharing ofALL resources
processor, memory & I/O
z/OS z/VM+ Linux
Built-in distributed hardware architecture:
Virtual Machine – Software Hypervisor “integrated” with the Hardware Architecture
New servers installed in “minutes” – CLONING
Sharing of CPU, Memory & I/O resources
Virtual Network – Virtual Switches/Routers
Virtual I/O (mini-disks, temporary disks, virtual cache . . .)
Virtual Appliances (SNA/NCP, etc.)
System z has improved the performance / watt of every new release of the processor CMOS. 9 times.
Autonomic Workload Management (IRD) across LPARs for QoS according to a goal-Business Policy – PRIORITIES, capping, monitoring, reporting, charge back . . .
Automation & System Management facilities
Interface to Active Energy Manager ( 1Q07)
Very FLEXIBLE “NO COST” solution for Test, Development & Proof-of-Concept
3
KW
an
d S
Q F
eet
Processors
Fact Sheet for Build: System z
SSM_Energy Efficiency Deep Education_internal use only34
Ethernet: ► Cisco Intelligent Gb Ethernet Switch► Cisco Fiber Intelligent Gb Ethernet ► Server Connectivity Module► Nortel Copper Gigabit, Fiber Gigabit, Layer
2-7 Ethernet Switch► Nortel 10 Gigabit Uplink Ethernet Switch
Module
Fibre Channel: ► Brocade®, QLogic®, McDATA®► QLogic Enterprise 6-port FC Switch
InfiniBand:
► Cisco Systems 4X InfiniBand Switch Voltaire InfiniBand Passthru
Ultra Low Power HS21 XM blade dual core Xeon processor Low Voltage
High Core Density HS21 XM blade with 2xQuad core proc. for virtualization (8 cores per blade)
16GB Solid State Dual Disk for disk replacement and extremely low power consumption
Virtualization with VMware or Virtual Server on Intel and AMD, APV (POWER blades)
IBM Director with Virtual Manager: Physical and logical (virtual) servers management
1
4
5
8
Higher resource usability and usage rate
Consolidation extended to network/IO devices preventing extra power supply/fans
Deep control of energy use
6Rear Door Heat Exchanger: Capture efficiently heat generated, back of the rack, 55% less heat blown in the room
Front view
Rear view
IBM Tivoli Provisioning Manager for OS deployment
IBM BladeCenter built for energy efficiency
in x86 environment
Capture heat @ source
IBM Power Configurator Tool available from ibm.com to plan real BladeCenter and System x configuration power consumption and heat generation
7
Plan energy use
91% peak efficiency, quasi linear (85% efficiency @ 20% load) and regulated 1200 Watt power supplies, load balancing and failover power supplies
Efficient system design for energy
savings based on IBM Research
Redundant vectored cooling system: 2 specific fans for the whole chassis (no fans on blades)
Wide portfolio of pluggable module for I/O and network
IBM PowerExecutive Manage power at the rack and server level. Monitor:
Power supply, Blades, I/O modules, Mgmt module, Blowers, Media tray, Midplane
3
2
Fact Sheet for Build: BladeCenter
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IBM Active Energy Manager (Nov 2007) Manage power at the rack and server level. Monitor, actuates
90% efficiency, linear and regulated power supplies, load balancing and failover power supplies
Shared redundant regulated fans
High efficiency POWER processor: Multiple short pipelines, Copper wirings, Low K dielectric, High K gateDual core chip since 2001, Multithread since 2005
Efficient system design for energy savings
Higher usage rate (up to 80%) and resource usability, extensive consolidation of servers and their ecosystem
Large selection of capacitive mid-range to high end systems for optimized consolidation of many logical servers
Energy saver processor
Rear Door Heat ExchangerCapture efficiently heat generated, back of the rack, 55% less heat blown in the room
Capture heat @ source
Live Partition MobilityMove load across systemsRegroup light loads on one, switch off the other
POWER6 with EnergyScale (4Q2007) technology enables the system to dynamically manage the power being used. When the system is idle or in low utilization, it will turn off circuits to and even reduce fan speed to reduce energy costs
Deep control on energy use
Up to 254 logical servers per system (p595)Optimize idle capacity (up to 60-80% usage rate
versus traditional 20%)Dynamic reconfiguration (CPU, memory, I/O) for
on-going high usage rate Virtual Ethernet, LAN between logical servers,
without specific hardwareCap/uncap partition allow partition to use
resource when needed and available
Full sharing of optimized power and fans
Allow to build a full portion of infrastructure in one box
With virtual I/O fabric and virtual network fabric
Saves many network devices
UNIX AIX+ Linux+ i/OS+ Windows
Systems attachment
IBM System p, i built for energy efficiency
in UNIX environment
1
2
3
4
6
5
Fact Sheet for Build: POWER6 processor System p, i
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Be eco-friendly and potentially improve your bottom line through IBM Asset Recovery Solutions
Virtualization with VMware, Xen or Microsoft Virtual Server on System x
IBM Director with Virtualization Manager provides physical and logical (virtual) server management with optional Availability Management and Image Management extensions
1
4
5
Higher resource usability and usage
Rear Door Heat Exchanger: Capture efficiently heat generated, back of the rack, 55% less heat blown into the room
System x3950 M2 model with embedded VMware ESX Server 3i
IBM System x™Green today for a better tomorrow
Capture heat @ source
IBM Power Configurator Tool available from ibm.com to plan for System x power consumption and heat generation by on configuration
Plan energy use
Efficient system design for energy
savings based on IBM Research
IBM Active Energy Manager Manage power at the rack and server level. Monitor and trend power usage and thermal information. Enforce capping on power usage for selected System x servers
3
2
Fact Sheet for Build: System x
Deep control of energy use
Consolidate on System x enterprise servers which can be expanded up to 16 sockets and 1TB of memory, simplifying virtual-server deployments especially when application requirements are growing or unpredictable
Built with IBM X-Architecture®, featuring
Low-power processor options: System x3550 and x3650 utilize a 50-watt Intel Xeon quad-core processor vs. 80 watt
Low-power memory: enterprise servers with eX4 technology use Buffer on Board technology with DDR memory which can save over 200 watts over competitive systems using FB-DIMMs.
Smaller hard drives: 2.5 inch drives consume up to 40 percent less power than 3.5-inch drives
Smaller, more efficient power supplies have more than 90 percent efficiency in converting AC wall current to DC power
Calibrated Vectored Cooling™ to protect critical system components from overheating and help increase availability
System x two-socket modular servers provide a cost-effective way to implement virtualization, even for small to midsize businesses, and feature advanced I/O, large memory expansion capability and the latest quad-core processor technology,
SSM_Energy Efficiency Deep Education_internal use only37
6
Increase Storage Utilization: Increase storage utilization to decrease your Watts per Usable TB
• Consider RAID-5 or RAID-DP instead of RAID-10 for disk configuration
• Use SAN Volume Controller with dynamic volume expansion to increase disk utilization
• Use N series A-SIS de-duplication and FlexVol features
IBM System Storage solutions for a green
data center
Capture heat @ source
Rear Door Heat Exchanger: Capture efficiently heat generated, back of the rack, 55% less heat blown in the room
Tape is Green: Tape uses 20x less energy expense than disk. Consider the TS1120 or LTO-4 technologies
Combine Disk and Tape:You can combine disk and tape to meet application access and performance requirements, and still benefit by low energy consumption of tape. This can use 4x less energy for typical combinations.Example: DR550 and DR550 Express
Tape Virtualization:Virtualization allows disk arrays to front end tape workloads, to leverage the speed of the disk with the cost benefits of tape, eliminating the need to manage the movement of the data from the disk to tape. Example: TS7740 and TS7520 Virtualization Engine
1
3
2
Information Lifecycle Management:Determine policies, processes, practices to aligns business value of information with the most cost effective, energy efficient IT infrastructure through the management of service levels
Use IBM TotalStorage Productivity Center to help identify stale, orphan or unused files4
5Use slower drives: ATA drives run at only 7200 RPM and consume less energy than 10K or 15K RPM FC/SAS drives. Available on DS8000, DS6000, DS4000, N series and DR550
7
Fact Sheet Build: Systems Storage
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Use IBM Director Active Energy Manager to meter actual power usage and produce trend data for any single physical system or group of systems.
Measure and Manage: Measure, trend, cap
Compare rackactual power vs.label power
Trend power
use over time
Compare actual vs. name plate power at system level View inlet and exhaust temperature
Trend temperature
over time
Trackheatemitted
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Measure and Manage: Up sell to Tivoli
Visualization, trending and analysis
Virtualization andworkload mgmt.
Impact and footprintassessment and reporting.
Delivering energy efficiency and reducing environmental impact— Applying Tivoli’s event health, performance and automation capabilities to optimize
resource consumption and minimize power requirements while maintaining service levels and workload throughput.
— Working with partners to deliver comprehensive green datacenter implementations to customers including dynamic workload management and carbon footprint assessment and reporting.
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Virtualization: Creates fast path to green data centers
Improves server and storage utilization which: ► Reduces the number of devices and associated
environmentals► Allows for targeted thermal solutions for efficiencies► Allows for more efficient power distribution, backup,
and regulation
Enables dynamic resource management for:► Deployment and Operational Optimizations
Some examples:► Base Consolidation► Policy Based Consolidation► Policy Based Provisioning
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Cool: Innovations you can talk aboutIBM Heat eXchanger
–Patented “cooling doors” can reduce heat at the source by up to 60% and thus reducing associated HVAC cost.
IBM Data Center Stored Cooling Solution
–The Cool Battery, IBM cut energy cost of IBM Bromont site by 45 percent–IBM Research owned solution not a formal product.–Marketing provided by IBM GTS S&F Example of world class innovation
–STG has 350 patents and patent applications pertaining to Green Innovation.
–IBM overall now has 1300 patents and pending company wide Green Innovation and Project Big Green.
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Summary: Match your sales role to the need
John Davies, AMR Research, April 2007
Server and Storage Server and Storage Power/Cooling Trends and Power/Cooling Trends and Data Center Best PracticesData Center Best Practices
Data Center Thermal Data Center Thermal Analysis and Optimization Analysis and Optimization Facilities IntegrationFacilities Integration
Data Center Health Audit Data Center Health Audit for ITfor IT
IBM Systems – Go Green IBM Systems – Go Green and Saveand Save
save energy on power save energy on power and coolingand cooling
save floor space in save floor space in data centerdata center
save the environment save the environment by being efficientby being efficient
Active Energy ManagementActive Energy Management
Storage and server Storage and server virtualization leadershipvirtualization leadership
IBM Tivoli Usage and IBM Tivoli Usage and Accounting , Monitoring, Accounting , Monitoring, and Provisioning and Provisioning
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Fact Sheet: Match buying triggers to entry points
Regional GTS S&F sales leader or email Jody Cefola
STG LBS Data Center Services or email Ken Schneebli
Green Army or email Andrew Verdesca
Regional Briefing web or email Steve Cole
IBM Corporate Affairs or email Steve Cole
Data Center Energy Efficiency Assessment
Data Center Energy Efficiency Assessment Lite
Data Center Thermal Analysis and Optimization Facilities Integration-
IBM Optimization and Integration Services: Server Consolidation and Efficiency Study services
IT Systems Energy Efficiency Assessment
Data Center Health Audit for IT
Server and Storage Power/Cooling Trends and Data Center Best Practices briefing
Energy Efficiency Certificates
Bathwick Benchmark tool ( 2Q08)
IBM Green XLS carbon abatement tool (2Q08)
Active Energy Management trial download
SSM_Driving Eco-responsibility_Green part 1.ppt
IBMFocusOnDataCenterEnergyEfficiency101.ppt
IBMFocusOnDataCenterEnergyEfficiency201.ppt
IBMFocusOnDataCenterEnergyEfficiency301.ppt
Copy of IBM annual corporate environmental report
IBM_Focus on Environmental Responsibility_101.ppt
IBMFocusOnDataCenterEnergyEfficiency201.ppt
Energy Efficiency Certificates
1. How do I get 1. How do I get started?started?
Paths into products and services:
State of the art State of the art data centerdata center
Seeking best Seeking best practices for ITpractices for IT
Require energy Require energy managementmanagement
Use Use virtualization to virtualization to
go greengo green
Green supply Green supply chainchain
IBM Green IBM Green Leadership Leadership
Story Story GTS ServicesGTS Services STG GREENSTG GREEN
Lab ServicesLab Services
F2F Green F2F Green Briefing or Fly-Briefing or Fly-
inin
F2F Using F2F Using Benchmark or Benchmark or
Carbon toolCarbon tool
Client triggersClient triggers
Entry pointsEntry points
2. What do I 2. What do I implement?implement?
Content Available Content in process
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Awareness campaign for IBM Green Data Center
EEI Web Portal
Web advertising Print advertising
Syndicated Blog
Direct mail & HTML email
Television
Advertisement
Viral Marketing
Paid Search
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Assessment Tools for on line or face
to face use
EEI Web Portal
Sales Flyers
Whitepapers
Focus area in customer reference database
Presentation Library , and
green team room
Robust Partnerworld Sales Kit
Product pocket guides
101-201-301 Presentations and education
Customer Testimonial
Videos
Web based self assessment
Bathwick Benchmark tool for FTF
Event-in-a box
Whitepapers and Blue Books
C-Level Elevator ppt
Enablement tools available today
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Education Roadmap: 7 Steps plan for IBM Energy EfficiencyDescription Link
Step 1 a) Get started by understanding the 'green' issue. Watch this short video (4:15 min) to understand the issues.
b) Download and watch these short videos to learn what defines a true green data center. This series of Business First investigation reports will help answer the question--what is a green data center?
http://w3-1.ibm.com/sales/systems/portal/_s.155/254?navID=f220s240&geoID=All&prodID=IBM%20Systems&docID=OITbizfirstvideo
http://w3-1.ibm.com/sales/systems/portal/_s.155/254?navID=f220s240&geoID=All&prodID=IBM%20Systems&docID=OITbizfirstvideo
Step 2 Learn how to initiate the dialog with your client. with a 30/60/90 minute conversation with your customer.
http://w3-1.ibm.com/sales/systems/portal/_s.155/254?navID=f220s240&geoID=All&prodID=IBMSystems&docID=oiteeexeccust
Step 3a Familiarize yourself with IBM's holistic approach to energy efficiency by understanding Project Big Green – Part 1
http://lt.be.ibm.com/stg/ltu23314/
Step 3b IBM Energy Efficiency Technology Overview-Part 2 http://lt.be.ibm.com/stg/ltu23312/
Step 4 It is critical you understand IBM’s our story and track record in environmental responsibility. This is critical.
http://lt.be.ibm.com/stg/ltu23303/
Step 5 Use the Customer Web portal as your resource for clients facing materials and to see how we speak to clients.
http://www.ibm.com/systems/greendatacenter
Customer looking for more information can send a note to: [email protected]
Step 6 Now that you have the basics down, explore the wealth our sales kit. Remember just search w3.ibm.com/sales/systems on keyword: gogreen
http://w3-1.ibm.com/sales/systems/portal/_s.155/254?navID=f220s240&geoID=All&prodID=IBM%20Systems&docID=OITeesk.skit&docType=SalesKit&skCat=DocumentType
Step 7 Now you are ready for a more advanced course on Green! http://w3-1.ibm.com/sales/systems/portal/_s.155/254?navID=f220s220t240&geoID=All&prodID=IBM%20Systems&docID=OITeeDeepDivePart4
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HP is in our accounts talking about energy efficiency:
►Marketplace perceives HP “green” story to be better than IBM.
HP gearing up for major 2008 push:►New DC design practice►Acquired EYP MCF►Dynamic Smart cooling offerings for printers, server, storage in the works
HP weak on vision and substance: Has yet to deliver in 9+months Weak on mainframe heritage, lack
incumbency in data centers, blade only, focus on IT only
They have a very short history of environmental programs
HP innovation no comparison to IBM Sun borrows message from IBM
Competitive situation today
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Cross IBM involvement
IBM has earned the right to be a leader
Reallocating $1B per year to this project
Energy and Utilities solutions
Chemical and Petroleum solutions
Technical Steering Committee leader for Green Grid and EPA
Comprehensive approach to help clients create “green data centers”
Integrated Mass Transit Info systems for congestion pricing
Mobile Measurement Tool and Cool Battery
Efforts are public and verified
Raising the bar further
Public Sector solutions
Travel and Transportation solutions
Working with clients, governments, environmental NGOs, public policy leaders and other influencers
Includes both facilities and IT equipment to help save up to 40% in total energy costs
Engaged in a strategic effort to develop and deploy Intelligent Utility Network solutions
CollaborationAcross
Eco-system
EnergyEfficient
Infrastructure
Research&
Development
IndustrySolutions
EnvironmentalResponsibility
IBM Big Green InnovationsIBM Big Green Innovations
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1. SubstantiveGoals set and documented results reported across our business
2. VerifiableTransparent with 3rd party verification
3. SustainablePartnerships and collaboration to demonstrate leadership
Energy Efficiency Certificates
Neuwing Energy
Ventures
Green Power Purchaser Award
The Climate Group
USEPAClimate Protection Award
1998 and 2006
What are the elements of a Green Program?
Annual corporate environmental reports for past 17 years
IBM examples
IBM has reduced
CO2 emissions
by 44%
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Also known as White Tags
A new tradable attribute similar (but different process) to RECs
Represents the value of energy not used (conserved) in Data Centers or other facilities’ efficiency programs
An emerging method to verify your programs by a 3rd party
Created through the implementation of energy conservation projects on the demand side
What are Energy Efficiency Certificates?
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Questions for clients with financial pains
► Does client know the power consumption of their data center facility’s major components such as IT equipment, chillers, uninterruptible power supply (UPS) system, power distribution units (PDUs), computer room air conditioners (CRACs), electrical switchgear, etc? Does the IT equipment consume less than 45% of the electricity?
► Is client moving to high-density computing environments that will affect energy usage and cooling capacity?
► Is client’s design capacity for peak power and cooling load significantly higher than their actual power and cooling load today?
► Does client know how much they spent on energy over the last three years in their data centers? Has the bill grown?
► Are the clients data center operating costs rising more quickly than expected?
► Is the client reassessing resiliency expectations/requirements to address operating budget challenges?
► Does the client suspect that energy usage inefficiencies exist in his data center and is he looking for help to identify and eliminate them so that the client can save costs?
► Are there incentives from utility providers or within their organization to reduce energy consumption?
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► Does the customer have difficulty bringing new applications and services on-line because of insufficient data center power or cooling capabilities?
► Is the customer considering the deployment of high density equipment in his data center? Has the customer assessed his facility’s power supply and cooling capabilities in consideration of this technology change?
► Does the customer know if his facility currently has the capacity to support continuous operations for a high density computing environment?
► Is the client experiencing thermal issues such as hot spots, unexplained computer failures or hiccoughs in your data center?
► Are the clients air conditioners keeping the computer room at the recommended temperature?
► Is the customer planning on deploying high-density IT now or in the future in his existing computer room?
► When the client adds computer equipment, does he spend an inordinate amount of time trying to balance the heat loading caused by the new machines?
► Is the client concerned with the trends in IT and the potential impact on his facility? Does he think your facility can accommodate this technology?
Questions for clients with operational pains
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► Do you need to address IT asset disposal regulations, balancing environmental impact with data security issues?
► Does your constituency look to you to lead when it comes to reducing your environmental impact?
► Do you have a leadership energy conservation initiative?
► Do you need to improved public image?
► Are you facing compliance issues on energy related regulations?
► Do you need help to identify potential non-compliance areas within the data center?
► Do your vendors share you environmental concerns? Are you contracting with other ‘green companies’ ?
Questions for clients with environmental pains
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