data center efficiency

Server sales suffer on economy, virtualization; vendors branching out

With the U.S. economy in a recession, world economies suffering and virtualization adoption on the rise, it comes as no surprise that factory revenue in the x86 worldwide server market declined 5.2% year over year to $12.6 billion in the third quarter of 2008 (3Q08), according to the IDC’s Worldwide Quarterly Server Tracker released December 3.

In fact, this is the largest quarterly revenue decline for servers since the fourth quarter of 2002, and the sluggish server unit shipment growth of 2.8% year over year in 3Q08 represented the slowest increase in server shipments since 4Q06, the IDC reported.

“The x86 server segment was definitely impacted by the economic downturn; there was significant deceleration in the quarter with a particular weakness in September,” said Jed Scaramella, IDC Senior Research Analyst, Servers. “Due to the uncertainty in the market, customers cut back on all nonessential spending.”

Volume systems revenue declined 7.2% year over year in the third quarter, the first decline for this market segment in more than 14 quarters, and revenue for mid-range enterprise servers declined 9.5% year over year. Shipment growth also slowed significantly for x86 servers to 4.0% (1.97 million units) because of a low demand, and revenue declined 6.6% year over year in 3Q08, representing the largest year-over-year decline for the segment in more than 24 quarters, IDC reported.

The IDC didn’t mention this in their release today, but it is obvious that virtualization is partly to blame the slowing demand for commodity x86 servers because it increases server utilization.  According to Tom Bittman, VP and distinguished analyst with Gartner, virtualization has penetrated 12% of the market, and the number of VMs deployed doubles every year. “By 2012, we expect more than half x86 workloads will be run on VMs,” Bittman said in an interview about his presentation on the virtualization market for Gartner’s 27th annual Data Center Conference this week.

“Virtualization and cloud computing have screwed up the market; vendors used to compete in compute islands, they were all direct competitors, but now they fight for control of an entire virtual layer. IBM and HP are competing in broad server technologies, instead of HP and IBM competing only in the area of server hardware,” Bittman said. “All vendors worry about becoming commodities and they all want to be considered the brains of the industry”

Perhaps that concern, along with slow server sales, is why vendors including HP, Dell and Sun have branched out into the area of data center services this year that could add a revenue stream beyond selling hardware. HP acquired EYP Mission Critical Facilities about a year ago and began offering data center services in March. Just this week, Dell announced it would offer services to help people extend the life of their data centers. Before that, Sun announced data center services that include data wiping.

But, there were exceptions to the grim server market numbers; revenue for high-end enterprise servers grew 4.0% year over year, the third consecutive quarter of growth for the segment. Other exceptions to the slowdown were blade servers (11% of the market) and IBM System z (9.4% of the market), which both increased this quarter, IDC reported.

Scaramella said IBM System Z sales didn’t suffer because they tend to be cyclical and are built into companies long-term budgets, which is not always the case for the smaller x86 systems. “Customer are more likely to push out [x86] purchases and see what they can do without,” he said.

And blades were the only platform to experience positive growth in the quarter, with all major vendors exhibiting double-digit growth in blade volumes, IDC reported.

I’m no analyst, but I am guessing the demand for blades didn’t slow down along with other x86 servers because today’s blades are pitched as ideal virtualization platforms. The HP ProLiant BL495c virtualization blade, for instance, is one of many new blades designed with more memory, data storage and network connections to meet the needs of memory and I/O-hungry VMs.

In addition to their appeal as a virtualization platform, blade servers are desirable because they take up very little space in cramped data centers and many blade surpass rack servers in power and efficiency.

So, it will be interesting to see whether server sales recover when the world economies improve, or if they remain depressed due to the increasing use of virtualization.

The IDC is predicting this slowdown to continue throughout most of 2009, but server sales will rebound with the economy, Scaramella said. “We are not anticipating a quick rebound [but] I do not think we will see the same extreme fall-off the market experienced after the dot.com bust,” he said. “At that time there was a tremendous amount of excess capacity built out in the infrastructure. Over the past few years, many companies have been in a consolidation mode - reducing the numbers of servers they have in operations as well as reducing the number of data centers they have in operations. Back in 2001-2002, companies were able to put off purchase due to the excess capacity, this is not the case today.”

HP’s energy efficiency crusade to control server, data center power

A few Hewlett Packard (HP) executives visited with me yesterday to discuss their Green data center mission - and surprisingly, they admit that it doesn’t always mean using HP hardware.

They started off our meeting with a discussion about new and existing server power control tools, which I’m not convinced many IT admins actually take advantage of.

HP’s new Dynamic Power Capping tool within Insight Power Manager lets IT set power caps on HP servers based on peak load trends to prevent over-provisioning of power. The cap can be set on single servers or on an entire chassis of blade servers, and can also be based on user-defined policies, according to HP’s VP of Enterprise Server and Storage Infrastructure Software Mark Linesch.

HP’s ProLiant servers shipped within the past few years already have the hardware for this feature baked into them, so ProLiant users need only do a firmware upgrade to add the Dynamic Power Capping feature, Linesch said.

“HP has invested a huge amount of money in green technology not just for the sake of being green. It has very practical implications that save companies significant amounts of money,” Linesch said.

Other companies offer power capping features on their servers as well, including IBM. IT can set a power cap for IBM servers and IBM BladeCenter systems via Active Energy Manager firmware, when the firmware supports capping.

These tools sound great, but I question whether or not power capping features are actually being used in data centers. I’d like to hear from users about this; power control features have existed on servers for many years, but does anyone use them? Is a tool like HP’s Dynamic Power Capping a viable option for virtualized servers?

HP’s execs also told me about their vendor-neutral data center efficiency consultancy services. Since HP’s acquisition of EYP Mission Critical Facilities Inc. a year ago this month, HP  has offered vendor agnostic consulting services to data centers to help them (for a fee) measure energy efficiency, without any pressure to use HP equipment, said Bill Kosik, energy and sustainability director of HP’s EYP Mission Critical Facilities group.

“That was actually part of the deal when we were acquired; we wanted to stay vendor neutral and we have been able to do that,” Kosik said.

So far, HP’s EYP group has performed consultancy work (including thermal mapping and energy analysis) for about 30 data centers that are either on the brink of a major power consumption dilemna or in a transition phase and need help planning, designing and developing their data center, Kosik said.

On November 3, HP announced new EYP services packaged in a tidy bundle, as vendors love to do, called HP Energy Efficiency Design and Analysis Services, which includes energy efficiency analysis and design services that help data centers meet compliance regulations like those from the Leadership in Energy and Environmental Design (LEED).

And of course, HP isn’t the only company offering  data center efficiency software and services to data centers these days. The list is long, which is great for consumers.

Eight reasons data center managers should thank Wall Street

Earlier this week I spoke with Rob Gardos, the CEO of the New York-based IT automation company GridApp Systems, about his paper “Eight Reasons Data Center Managers should thank Wall Street for the Financial Meltdown.”

As a reporter, I am keenly aware that when it comes to spinning crap into silk, product vendors are pros. So I was pretty skeptical when I saw the title of his paper.

So I asked Gardos to explain why in the world data center managers should thank anyone for the economic cesspool in which they now exist.

For starters, companies have had to reduce their head count because of the economy, so they have half the IT staff to do the same amount of work, he said.

And this is good?

Well, no, but data centers can’t have servers failing left and right and unorganized systems when there are fewer people to manage the issues. “This meltdown has accelerated the path to something dramatically more efficient,” Gardos said. “People are coming up with a new paradigm and are finding ways to improve their systems, because they have to. People are looking at how to minimize costs and how to cut down on tasks that don’t add value to the organization.”

Now that it is time to tighten ship, Gardos said data centers are doing things that will result in long-term benefits:

1.  Reducing costs, energy consumption and waste. Businesses have to find ways to minimize energy costs in the data center, reduce overspending on compliance efforts and automate time-consuming tasks.

2. Core data center priorities. IT professionals have seen the true centrality of product and project performance to company competitiveness. The downturn is to thank for the newfound clarity and redefined priorities.

3. Frugality. Businesses are forced to check line items and cut frivolous spending. This nuisance is a blessing in disguise and will improve spending for years to come.
4. Innovation. IT decision makers and managers have put their heads together to improve efficiency, productivity and competitiveness. This trial-by-fire brainstorming cbreathe new life into companies.

5. Cultivating talent. This includes talent. There is a surplus of once untouchable and highly qualified IT professionals swimming around. IT managers can beef up their staff for less.

6. Green IT. Ideas for operational savings have actually provoked businesses to engage in greening techniques. Many companies will emerge with lowered costs and a greener data center.

7. Competitiveness. Businesses are learning to do more with less, and those habits will continue after the crisis and improve competitiveness in times of prosperity.

8. Long-term benefits. Things are tight now but will the downturn actually spur budget increases in the post-short term for projects that have been placed on the backburner? Lessons learned may actually induce additional spending on virtualization, automation and other cost-savings initiatives.

Of course, it should be noted here that GridApp provides data center automation equipment and would probably love to see data centers using its tools, but Gardos made an effort to remain vendor neutral during our discussion.

“It is clear that infrastructure management and automation will drive efficiency forward – -things like [IT automation software company] BladeLogic make a lot of sense when there are fewer employees to do the work,” Gardos said. “Companies have to change their processes to do more with fewer people, and get more value out of the people the company has.”

He made some good points , and I wonder how many companies now lay off employees only to find themselves buying expensive software to automate the tasks their staff once performed. Seems likely that the data center automation market could ultimately benefit from these hard economic times.

Third draft of Energy Star server spec is out

The federal Environmental Protection Agency yesterday announced that it has completed the third draft of the Energy Star specification for servers. Here are the highlights:

The Tier 1 server spec, which includes one- to four-socket servers, is scheduled to take effect on Feb. 1. For servers with more than four processor sockets, called Tier 2, the benchmark won’t take effect until October of 2010. Blade servers aren’t included, and neither are DC-powered servers that don’t have a built in DC-to-DC power supply. The EPA hopes to address those server form factors in the future with an add-on to the specification. Network and storage equipment, as well as server “appliances,” are also not included.

(As an aside, the EPA’s draft mentions that the Standard Performance Evaluation Corp. (SPEC) is developing a SPECpower benchmark for blade servers, similar to the one SPEC released last year for volume x86 rack servers. Once SPEC does that, EPA will get to work on its Energy Star spec for blades)

The spec includes a matrix for power supply efficiency requirements. For example, if the server has a multi-output power supply, the supply should be at 82% efficiency when the server is at full load.

The spec also sets power consumption limits for when the server is idle. For a single-socket server, the limit is 60 watts; for 2-3 socket servers, the limit is 151-221 watts depending on how much memory is installed; and for four-socket servers, the limit is 271 watts. There are allowances made for additional installed components (such as 15 watts for another hard drive).

For the server performance compared to power, the Energy Star uses the SPECpower benchmark, which measures server-side Java performance.

Data Center efficiency tips and tricks from Data Center Decisions

The overarching theme of the Data Center Decisions conference in Chicago last week was energy; how much data centers use, how much they pay for it, and how much they could be saving. 

The keynote addresses on both days of the conference, October 24 & 24, covered data center efficiency at length, with plenty of tips and resources to help data centers cut back on power consumption, though it appears that not many people are taking the necessary measures to reduce consumption. Because of this, government plans to step in and mandate power saving measures to prevent future climate change.

As awful as this sounds, government intervention is a necessary measure at this point, because facility spending has increased tremendously over the past two years with no end in sight, and with all of this additional compute capacity, the outlook for the environment is grim.

The energy required to power and cool a single server emits four tons of greenhouse gases, so by 2012, data centers worldwide will exceed greenhouse gas emissions of the airline industry, according to Ken Brill, President and Executive Director for the Uptime Institute, who gave a keynote address called “Revolutionizing Data Center Efficiency” on October 24 based on the McKinsey / Uptime Institute report.

So, why has data center power consumption spun out of control? In addition to the increasing demands from Web 2.0, 80% of today’s compute demand is performed on distributed systems with only 5% to 20% utilization rates, whereas before 1980, mainframes were used, and at much higher utilization rates, Brill said.

The way to reverse the trend sounds easy enough; use virtualization to consolidate systems and increase server utilization rates, and also kill comatose servers.

Simple as these steps sound, it can be difficult to do when you don’t keep track of servers to know their utilization rates, Brill said. In this case, implementing a formal de-commissioning program using ITIL to document, bill back and audit the systems is a first step. 

“If we want to become energy efficient we have to become better engineers,” Brill said.

Other measures that can make a major impact are correctly setting the cooling unit set point, shutting off humidification and de-humidification functions, implementing hot aisle/cold aisle containment, turning off unneeded cooling units, and if possible, increasing eco-friendly water side cooling, Brill said.

Data centers that are adding hardware should make an effort to buy efficient power supplies and hardware, which all the major vendors offer, and rightsize memory to avoid using excess power, Brill said

If your asking yourself who in IT has enough extra time to do all of these things, Brill had a suggestion for that, too; appoint an “Energy Czar” - someone who cares about the environment and wasting power - to make sure the data center facilities and operations are as efficient as possible.

Of course, the Energy Czar could also get a bonus here and there for lowering the company power bills, which most certainly will happen when even some of the above measures are implemented.

Companies can also use efficiency software tools or hire outside consultants to help increase energy efficiency, and there are plenty of choices today.

Rackable Systems updates its most popular half depth server

Rackable Systems, Inc. today announced the new C2005 server, designed with more expansion slots and a choice of SAS or SATA II hard drives for greater flexibility and configurability.

The C2005 is an updated version of Rackable’s top selling half depth 2U server product, the C2004, which offers density comparable to industry standard 1U servers.

“The C2005 introduces an unparalleled level of flexibility compared to anything we have ever offered,” said Geoff Noer, VP of Product Management.

The new C2005 includes both Intel and AMD quad-core processor options and offers up to five low-profile expansion slots and a sixth slot available in all configurations (often a x16 PCI-E slot), Noer said.

“A lot of new technologies, like virtualization, benefit from having additional expansion slots for connectivity. In a 1 U server you typically only see one or two expansion slots,” Noer said.

The C2005 also includes up to 10 x 2.5” or 5 x 3.5” SAS or SATA II hard drives – or a mix or both. “An emerging challenge is to address the need to support both 3.5 and 2.5 inch, and providing both in a single platform” adds appeal, Noer said.

“Configurations that would have had to been in a 3U server or larger, for the number of expansion slots, can now be done with a 2U half depth. The density level is much higher and suited for technologies like virtualization,” Noer said.

Noer said the C2005 is well suited for scale-out computing across many markets, especially Internet, Enterprise, and HPC customers.

Up to 44 C2005 servers fit into a single rack. The server is also available in AC or DC power, and Noer said both options are in high demand. “The advantage of DC is largely around increased reliability of the solution. We can also supply AC to the cabinet and DC power to all of the servers inside the cabinet,” through Rackable’s AC-to-DC X86 rack-level rectification technology, which the company has offered since 2003.

The server is available for order immediately. Rackable did not give pricing because the systems are built to order, and pricing depends on configurations Noer said.

Gartner lists 10 most disruptive technologies of 2009

Gartner, Inc. analysts highlighted the top 10 technologies and trends that will be strategic for most organizations in 2009 during the Gartner Symposium/ITxpo, being held in Orlando through October 16.

Some of the technologies listed were the obvious, like virtualization and cloud computing, and Gartner predicts that servers will evolve beyond the blade server stage that exists today.

Gartner’s definition of a strategic technology is one that could have a significant impact on the enterprise in the next three years. The analysts looked at factors like high potential for disruption to IT or the business, the need for a major financial investment, or the risk of being late to adopt.

These technologies impact the organization’s long-term plans, programs and initiatives. They may be strategic because they have matured to broad market use or because they enable strategic advantage from early adoption.

Gartner’s the top 10 strategic technologies for 2009 include:

Virtualization. In addition to server virtualization, virtualization in storage and client devices is also moving rapidly as a way to eliminate duplicate copies of data on the real storage devices while maintaining the illusion to the accessing systems that the files are as originally stored (data deduplication). This can significantly decrease the cost of storage devices and media to hold information.

Hosted virtual images deliver a near-identical result to blade-based PCs. But, instead of the motherboard function being located in the data center as hardware, it is located there as a virtual machine bubble. However, despite ambitious deployment plans from many organizations, deployments of hosted virtual desktop capabilities will be adopted by fewer than 40 percent of target users by 2010.

Cloud Computing. Cloud computing providers deliver computing capabilities “as a service” to external companies and the services are delivered in a highly scalable and elastic fashion using Internet technologies and techniques.

Although cost is a potential benefit for small companies, the biggest benefits are the built-in elasticity and scalability, which not only reduce barriers to entry, but also enable these companies to grow quickly. As certain IT functions are industrializing and becoming less customized, there are more possibilities for larger organizations to benefit from cloud computing.

Servers — Beyond Blades. Servers are evolving beyond the blade server stage that exists today. This evolution will simplify the provisioning of capacity to meet growing needs.

The organization tracks the various resource types, for example, memory, separately and replenishes only the type that is needed, so companies don’t have to pay for all resource types to upgrade capacity. It also simplifies the inventory of systems, eliminating the need to track and purchase various sizes and configurations. The result will be higher utilization because of lessened “waste” of resources that are in the wrong configuration or that come along with the needed processors and memory in a fixed bundle.

Web-Oriented Architectures. The Internet is arguably the best example of an agile, interoperable and scalable service-oriented environment in existence. This level of flexibility is achieved because of key design principles inherent in the Internet/Web approach, as well as the emergence of Web-centric technologies and standards that promote these principles.

The use of Web-centric models to build global-class solutions cannot address the full breadth of enterprise computing needs. However, Gartner expects that continued evolution of the Web-centric approach will enable its use in an ever-broadening set of enterprise solutions during the next five years.

Enterprise Mashups.Enterprises are now investigating taking mashups from cool Web hobby to enterprise-class systems to augment their models for delivering and managing applications.

Through 2010, the enterprise mashup product environment will experience significant flux and consolidation, and application architects and IT leaders should investigate this growing space for the significant and transformational potential it may offer their enterprises.

Specialized Systems. Appliances have been used to accomplish IT purposes, but only with a few classes of function have appliances prevailed. Heterogeneous systems are an emerging trend in high-performance computing to address the requirements of the most demanding workloads, and this approach will eventually reach the general-purpose computing market. Heterogeneous systems are also specialized systems with the same single-purpose imitations of appliances, but the heterogeneous system is a server system into which the owner installs software to accomplish its function.

Social Software and Social Networking. Social software includes a broad range of technologies, such as social networking (Facebook), social collaboration, social media and social validation. Organizations should consider adding a social dimension to a conventional Web site or application and should adopt a social platform sooner, rather than later, because the greatest risk lies in failure to engage and thereby, being left mute in a dialogue where your voice must be heard.

Unified Communications. During the next five years, the number of different communications vendors with which a typical organization works with will be reduced by at least 50 percent due to increases in the capability of application servers and the general shift of communications applications to common off-the-shelf server and operating systems. As this occurs, formerly distinct markets, each with distinct vendors, converge, resulting in massive consolidation in the communications industry.

Organizations must build careful, detailed plans for when each category of communications function is replaced or converged, coupling this step with the prior completion of appropriate administrative team convergence.

Business Intelligence. Business Intelligence (BI), the top technology priority in Gartner’s 2008 CIO survey, can have a direct positive impact on a company’s business performance. BI is directed toward business managers and workers who are tasked with running, growing and transforming the business. Tools that let these users make faster, better and more-informed decisions are particularly valuable in a difficult business environment.

Green IT. Shifting to more efficient products and approaches can allow for more equipment to fit within an energy footprint. Regulations are multiplying and have the potential to seriously constrain companies in building data centers, as the effect of power grids, carbon emissions from increased use and other environmental impacts are under scrutiny. Organizations should consider regulations and have alternative plans for data center and capacity growth.

A few of these technologies were also on Gartner’s list for 2008, including Green IT, Unified Communications, WOA, Mashup and Social Software. Other technologies Gartner expected to be significant for businesses in 2008 were Business Process Modeling, Metadata Management, Virtualization 2.0, Computing Fabric, and Real World Web.

Unisys updates server with six-core Intel Xeon, enhances services

Blue Bell, Pa.-based Unisys Corp. announced its new ES7000 Model 7600R Enterprise Server using Intel Xeon six-core processors (Dunnington), which Intel also announced today; along with new business assurance services and software in the Unisys Infrastructure Management Suite.

Unisys’ new ES7000 Model 7600R Enterprise Server is based on the new six-core Intel Xeon processor 7400 series. It has 16 sockets providing up to 96 processor cores. According to Unisys, the 7600R is designed for database and online transaction processing environments, large-scale consolidation and virtualization initiatives and business intelligence deployments with Microsoft SQL Server.

Model 7600R can support consolidation of 64 SQL Server databases into a single four-socket, six-core Xeon processor configuration – with 24 total processor cores – which Unisys claims is better than a commodity server farm of 64 dual-socket, single-core Xeon processor servers with 128 total processor cores, while using less disk and providing better response times.

The new server also supports VMware ESX Server and Microsoft Hyper-V, and supports dynamic partitioning so users can add more processor, memory and I/O resources on the fly without disrupting system operations. Unisys plans to introduce secure partitioning in the first half of 2009, which provides partitioning capabilities at the processor core level.

Prices for the ES7000 Model 7600R range from $26,430 to $135,000. Unisys will exhibit the ES7000 Model 7600R at VMworld 2008 in Las Vegas, Sept. 15-18.

Unisys business services
Unisys also announced new Business Assurance Services that help companies evaluate the cost and benefits of disaster recovery products, reduce the time it takes to deploy the best ones and reduce operational costs by improving resource utilization.

“We are vendor-agnostic and will implement whichever technology is best for the client. It could be a Unisys product, or it could be from another vendor,” said Jody Little, vice president of solutions and services at Unisys.

The Unisys Business Assurance Services, using discovery processes and tools developed with support from Unisys partner GlassHouse Technologies, include the following:

• Unisys Disaster Recovery Architecture Service, which provides a methodology to build application and data disaster recovery capabilities.
• Unisys Backup Modernization Service, which helps clients select new technologies and services to support backup environments at both core and remote sites.
• Unisys Data Protection for Backup Service, which helps clients improve backup and restore operations for business information, reducing costs by improving utilization of assets. Unisys experts also make vendor-independent recommendations and create a prioritized action plan

Unisys has also added new management software components to its Infrastructure Management Suite, which automates and orchestrates management of a real-time IT infrastructure. More information can be found on the Unisys website.

Is ‘green IT’ really dead?

An article by Steve Denegri over at Serial Storage Wire, The Data Center’s Green Direction is a Dead End, asks some interesting questions about the “green” movement in IT, and has caused blogger Robin Harris to ask more questions about the severity of the issue.

Denegri makes a few comparisons between the storage industry and the auto industry that are a distraction, and misleading. If the storage industry fails to make greater moves toward energy efficiency, it could have dire consequences.

To get a glimpse of the future of storage, the automotive industry saw a major transition to energy-efficient products beginning in the late 1970s. Since that time, the automotive industry has seen its supplier-to-OEM ratio shrink by a factor of five. If your company is one of the many suppliers to OEMs in the storage industry, then you should recognize that this “green” trend, over the long term, bodes poorly for your company’s existence, and consequently, your personal livelihood. The cold, hard truth is that an ample supply of energy is necessary to grow any business over the long-term, and the storage industry is shying away from the harsh reality that a sufficient amount of energy is, unfortunately, not available to keep the industry growing.

While consolidation may happen to cut costs (we see it all the time in many industries), I don’t know if this is necessarily a result of the “green trend” as much as it is a result of the general economic growth model that exists in which companies are expected to be more and more profitable in subsequent years.

In a study by The Uptime Institute called The Invisible Crisis in the Data Center: The Economic Meltdown of Moore’s Law, a report which was published at roughly the same time as the aforementioned EPA study, the authors cite that the three-year cost of powering a server exceeds the purchase cost of the server beginning next year. Imagine buying a new car faced with the dilemma that the gas required over the first three years of ownership will exceed the cost of the vehicle. Now consider how the storage industry would respond to the problem: furnish the consumer with frequent refreshes of new models of vehicles that get more miles to the gallon. Chalk up yet another example of the storage industry furnishing its customers with products that they do not really want. The customer wants cheaper gas, not the financial burden of a new car every few years.

Sure, some customers want to be able to continue to use their old servers, but many are seeing the benefit of new technologies that provide more computing power at less energy cost. To say that the storage industry will be providing customers with products they don’t really want isn’t necessarily a legitimate statement. Customers can’t get cheaper energy, that’s not how the energy market works today – you pay the price that energy deregulation has helped create. Faced with the impending increase in energy costs cited in the Uptime study and the EPA report, companies are going to be looking for better technologies. Hybrid cars are the automotive industry’s response to higher prices at the pump; and, despite Denegri’s assertion that customers don’t really want a new car every few years, they seem to be selling pretty well (especially compared to the passé Hummer and SUV sales). As we know, these technologies don’t immediately advance to the most optimized version in one step. Instead, new versions come out and companies can choose to upgrade when they do, or hang on and wait until the next better version arrives on the scene.

However, data center computing has achieved its favorable reputation and widespread adoption thanks to its performance, not its energy efficiency. Said another way, the Indianapolis 500 isn’t won by the driver who can make the most laps on a single tank of gas. If, going forward, data center computing is hindered by the need to expand performance not unabated but rather at a predetermined rate of consumed electricity, then the industry simply can’t expand much further, it’s that simple.

While this seems true on the face of it, performance can increase at lower energy consumption levels. One example is the use of solid state drives (SSDs) and Flash memory. Fusion io’s ioMemory technology uses less than 1% of the power required by a traditional SAN. HP has integrated the technology into their c-Class server blades. And EMC and Sun have SSD products incorporated into their new servers.

In fact, what it seems that Denegri is actually advocating is a concerted effort by the IT industry to work to increase power supplies in order to decrease the cost of power in the United States. This is a tall order, as the EPA estimated in its report that the U.S. would have to build 10 additional power plants if data center energy consumption were to continue unabated.

Instead of elevating the rhetoric on the essential need to expand the capacity of the power grid, the storage industry is incomprehensibly embracing the energy efficiency paradigm, deploying marketing strategies that resemble those of the oil and gas industry. The websites of storage companies these days make mention of carbon footprints, green initiatives, and environmental stewardship, clearly having no idea that they are using buzz words that highlight the industry’s dire state. A recent press release from one OEM actually boasted of its efforts to generate electricity at its headquarters from burning its employees’ garbage! With this as the most suitable example, the world is deploying utterly ridiculous new strategies to generate electricity, none of which have any scale to them. Unfortunately, the storage industry is buying into this nonsense.

Necessity is the mother of invention. When energy was plentiful and cheap, people thought very little of their utilization of power. Instead of a luxury, it was deemed a necessity. But as energy costs rise, people respond by conserving. With the unintended consequences of energy production to the environment clearly visible, it does not seem to me to be “nonsense” to buy into the energy efficiency paradigm. If there are more efficient means of accomplishing the same tasks, why not embrace them?

Supply-side economists argue that increased demand causes an increase in supply, and thus growth in all sectors. However, it appears that energy industry deregulation has allowed a situation in which demand has increased while supply has not. This results in higher cost to energy consumers, and higher profits for energy producers. So, perhaps re-regulation of energy companies is what IT companies should be lobbying for? I cannot argue that cheaper energy costs wouldn’t be welcome (I know I was happy when the price of gas at my local station dropped from $4.43 to $4.05). But I’m not sure that storage companies have the wrong idea in embracing efficiency. In the long run, more efficient products will help decrease the potential costs. And regardless of how energy is produced, there will be an impact on the environment that could be reduced through efficiency. The way I see it, the more companies that jump on the efficiency bandwagon without significant detriment to performance, the better it is for everyone.

Data center efficiency advice dispensed at LinuxWorld/Next Generation Data Center

The fun at LinuxWorld/Next Generation Data Center in San Francisco just does not stop.

Today I attended the keynote address by Oracle Corp. CIO Mark Sunday and heard some pretty cool details about Oracle’s new mega data center, which the company is breaking ground on this month.

I also attended packed sessions on virtualization and cloud computing and ended the day at a panel discussion about creating a more efficient (i.e., green data center).

The panel discussion included major-industry players including Jack Pouchet, Director Energy Initiatives, Emerson Network Power; Michael Patterson, the senior thermal architect at Intel; John Pflueger, a technology strategist at Dell Inc.; Christian Belady, PE, the principal power and cooling architect at Microsoft; and Joe Prisco, a senior systems and technology group engineer at IBM Corp.

The panelists spent much of the hour-and-15 minute discussion arguing about the best technologies and methods for greening a data center, and I’m sure the 50 or so attendees extracted some useful information from the panelists’ back-and-forths.

Each panelist also offered up a tip on how to easily increase the efficiency in a data center, including the following:

• Belady suggested IT managers incentivize employees to measure server power efficiency and reward those who come up with ways to add efficiency in the data center; without incentives, greening data centers probably won’t get done.
  As a side note, Belady made an interesting comment (or threat) about the heat threshold of hardware; he said Microsoft has pushed hardware vendors to create equipment that can withstand up to 95 degree temperatures. “If they don’t, Microsoft won’t buy that vendor’s equipment at scale,” he said.
• Patterson suggested IT administrators raise their hot aisle temperatures to about 80 degrees Fahrenheit to reduce cooling costs, so long as the equipment can take that temperature.
• Prisco suggested that IT administrators check hot aisle temperatures using nothing more than their good old central nervous system.”Your hot aisle is supposed to be hot, and you can tell when heat is escaping into the cold aisle without instruments. Just feel it with your hands,” Prisco said.

  Then, of course, do something to contain the heat better.

There is more to be said about creating a power efficiency data center, which will be continued on SearchDataCenter.com.