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The Greening of IT
224 How Companies Can Make a Difference for the Environment

✓ Be open to cogeneration of electricity. Fuel cells, gas turbines, wind tur-
bines, solar arrays, and even small nuclear reactors (such as the Toshiba 4S)
can generate electricity to augment or supply all the needs of a data center.
✓ Use IT as a green catalyst for organizational efficiencies. Examples are
telecommuting, virtualizing desktops, travel optimization, and supply-
chain management.
✓ Set both tactical and strategic green goals. Educate your team and have
the entire team devoted to achieving green goals.
✓ Celebrate your green successes. Whether it is posting of reductions in the
electric bill as you walk into the data center or Energy-Efficiency
Certificates in the annual report, taking pride in accomplishments gener-
ates enthusiasm for the next project and fosters an energy-saving culture.
✓ Learn from others. IBM was rated top green IT vendor. Client examples
include the following:
A. Highmark, Inc.: LEEDs-certified. Underground storage, virtualiza-
tion exploitation of mainframe virtualization.
B. Discovery Com: Energy efficiency is part of every purchase decision. ptg
C. First National of Nebraska, Inc.: Fuel cell technology, consolida-
tion onto System z IFLs, virtual PCs.
D. Perkins + Will: Every office has a green team and a green opera-
tions plan for six areas (transportation, office water use, office
energy use, office consumables, indoor air quality, and office
renovations and new construction).
E. Snohomish Public Utility District: EZ GPO control power
management settings using resident APIs. Turnoff puts equipment
to sleep.
F. World Wildlife Federation: Energy-saving designs for servers,
notebooks, and desktops.
G. Wellpoint: Utilize IBM for best practices and green tape.
H. Ryder: Know who is using, for example, every KW/sq ft.
I. Austin Energy: Dynamic management with customer partnership.
J. Marriott International, Inc.: Virtualization of IT equipment and
underground facilities.
K. Monsanto: Consolidate to fewer data centers and virtualize.
L. Wachovia: SOA and using managed services reduced power con-
sumption by a factor of 5.