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Marketing a Hyper
Energy-Efficient
  Data Center
         Tom Raftery

   Blog: www.greenmonk.net
    Email: tom@redmonk.com
CIX



• Cork Internet eXchange - CIX
 • Irish hyper energy-efficient data centre
CIX Vision



• Hyper energy-efficient data centre
 • Why?
 • How?
Why? Climate change
Why?


• DC running costs
 • Staffing - controllable
 • Connectivity - decreasing
 • Energy - increasing
DC Energy requirements



 • Rack of equipment typically used
  • 1.5 kW 8 years ago
  • 4.5 kW 5 years ago and
  • 15 kW in 2006!
How?
How?
End Result

               Standard DC   CIX
    Chiller       33%         12%
 Humidifier         3%         <1%
    CRAC           9%          4%
IT Equipment      30%         80%
     PDU           5%        0.01%
     UPS          18%         <2%
   Lighting        1%         <1%
 Switch Gear       1%          1%
Marketing?

• Innovative
• Tell our story
• Green message
   • Cost saving
   • USP
Data Centre?




Photo credit http://www.flickr.com/photos/declanjewell/2508871570/
Data Centre?




Photo credit http://www.flickr.com/photos/johnniewalker/359440369/
How?

• Open Sourced
 • Blog
 • Flickr
 • SlideShare
 • Video
 • Open days
Blog
Feedback
Feedback
Feedback
Flickr
Flickr
Flickr
SlideShare
Video
Open Day
Result
Result
Result
Result
Result
Result
Result
Result
Result
Result
Result
Result
Result
Result
Result!



           !! !
     o o
 o h
W
Conclusion



• Simple steps taken
• Large savings and USP
• Sales!
Thanks

      Tom Raftery

Blog: www.greenmonk.net
 Email: tom@redmonk.com

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Marketing a hyper energy-efficient (Green) data center (using Web 2.0 technologies)