April 4, 2008
Microsoft Embraces GREEN
I continue to be encouraged when I see green talk turn to action. I'm also encouraged when I see the biggest of software technology companies lend an ear to the smallest of companies. Just over a year ago, I had the opportunity to discuss my views and ideas about green technology evolution with some Microsofties. They seemed legitimately interested, and in fact, quite hungry for ideas that would lead to innovation on this topic. The scheduled one hour meeting went for two hours and forty-five minutes, I was continually challenged and pressed to support my ideas and we scheduled a follow-up meeting to review consensus points and clarify open issues. In the follow-up meeting I pressed the executives to use, share and leverage the information for more than an internal report.
Fast forward thirteen months. At the March Cebit trade show none other than CEO Steve Ballmer announced that Microsoft is about to release research and best practices for data center administrators. I was provided an advanced preview and can attest the content is thoughtful, fact based and actionable. Microsoft has also been engineering its own products to consume less power. In the published research, Windows Vista now consumes 3 watts per hour while in idle mode; down from a whopping 100 watts per hour by Windows XP. Windows Server 2008 uses 40 percent less power than its predecessor Windows Server 2003. I intend to measure our own energy savings with these two products later next month.
Now that Microsoft is getting into the hosted software business, the company has built its newest data center in Quincy, Washington where there is an abundance of cheap hydroelectric power. So what's this company's motivation for spearheading green advancement with their own technologies? I'm sure it's part marketing and I have no problem with that whatsoever. Industry reputation is just one of the outside influential factors which encourage green behaviors and the reduction of carbon dioxide emissions.
Two other influencing factors to go green include higher energy costs and government regulations. A 2006 California law requires a 25 percent reduction in greenhouse gases by 2020. State formed regional alliances are also developing similar emissions limits and the U.S. Congress is finally crafting national carbon regulations. According to Gartner analyst Simon Mingay, "Unless the science behind climate change develops a more optimistic view of the problem, or progress in technology development and adoption, along with behavioral changes, unfolds more quickly than expected, enterprises should anticipate that they will be motivated and forced to make significant improvements to energy and material efficiency."
For those enterprises that dodge the regulatory requirements, the continued increases in energy costs will eventually motivate their participation. If you're considering the adoption of green technologies, you may want to consider the activities I reference at SaaS is GREEN. Then once you've got your starting point, immediately follow up those goals with measurement milestones and concrete metrics. While metrics such as kilowatts per square foot or energy consumed per building occupant are fine, you might want to consider something more comprehensive such as the primary metric Aplicor has chosen which is to be climate neutral (sometimes loosely referred to as carbon footprint neutral) by 2009.
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Posted by Chuck Schaeffer on January 5, 2008 in Organizational Framework
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Microsoft's green efforts are little more than part of their corporate marketing strategy. I think you give them too much credit.
Posted by Janice Gestling on April 7, 2008
Maybe
Possibly. While I do understand that not every company or person embraces green technologies as part of a social awareness or in order to lower carbon emissions for our planet and future generations, I continue to appreciate the tangible savings achieved regardless of motivation.
Posted by Chuck Schaeffer on April 7, 2008
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