The Economic Meltdown Sparks Green IT
The deepening recession in 2009 won't slow Green IT --- in fact, it will spur it on. So concludes a report by Forrester, which found that
of responding companies that are changing the pace of their green IT activities in response to the economic outlook, those going faster outnumber those slowing down by two to one.
There's good reason for this: Green IT is a money-saver, and in tough economic times, anything that can be done to reduce costs gets a high priority. The report concludes: "Cost savings remains the No. 1 motivator for green IT initiatives. The most-cited motivation for greening IT, the report found, is to reduce energy-related operating expenses, with 67% of respondents saying that was a primary motivation. So expect a big green IT push next year as a cost-saving measure.
Obama Gives Green IT a Big Boost
President-elect Obama has pledged to spend $150 billion over five years in green technology. Expect a good-sized portion of that to make its way to Green IT. The green grid will be a big priority, and there's only one way to build it --- by using Green IT. Obama is calling for new buildings to be carbon neutral by 2030, and for improving new building efficiency by 50% and existing building efficiency by 25% over the next decade. Data centers are big carbon emitters, so expect help for green data centers as well.
Green IT Pro Write their Own Tickets
Got Green IT expertise? If so, you most likely won't need to worry about being laid off. In the coming year, the federal stimulus package is expected to create hundreds of thousands of IT jobs.
Companies won't just be looking for IT pros, they'll also be looking to cut costs overall. Also, "greenness" has become a big factor in companies burnishing their public images. IT pros with green experience can cut power costs and reduce companies' carbon footprints, often in dramatic ways. So they'll be in demand.
Power Shortages Force Virtualization and Data Center Consolidation
In 2009 Green IT will become a necessity not just to save corporations money, but to ensure they can even operate their data centers. In a survey this year, Emerson Network Power, found that 64% of respondents said their data centers were faced with running out of power capacity by 2011. With no new power available, they'll have to find ways to make do with existing electricity. The fastest and quickest way is via virtualization and data center consolidation. So expect to see even bigger virtualization and consolidation projects in the coming year.
CIOs Become CGOs (Chief Green Officers)
One way or another, carbon-cap legislation will eventually pass. And that means that greening a corporation will take on more importance than ever. Expect to see the first Chief Green Officers (CGOs) appointed in 2009 and given some real clout.
No one is better positioned to become CGOs than CIOs. In order to green an enterprise, you need to first measure its carbon footprint, then meter it, devise a plan to reduces it, put the plan into effect. Who will do the measuring and metering? The IT department, of course. And no one is better placed to not only gauge the progress, but to ensure that it happens as well.
The Green Cloud Replaces Data Centers
For many purposes, cloud computing is inherently less expensive and more efficient than owning your own data center --- particularly in a utility-computing model, in which you only pay for the server power and storage you use.
Google and Microsoft are pushing their cloud computing services in a very big way, and 2009 will see that expanded. Because of that, cloud computing will become one of IT's biggest stories in 2009.
Where does green come in? Both Google and Microsoft are touting the greenness of their big data centers and cloud services. They'll compete not just on price, but on how green they are as well. And plenty of companies --- large, medium, and small --- will buy.
Companies Look Beyond the Data Center for Green IT
Most of the work done to green IT today is in the data center. But there are plenty of ways to green IT beyond the data center, including in printers and paper, saving power on individual PCs, making sure that suppliers use green practices, and more.
Expect companies to also extend the life of existing equipment, re-use assets through redeployment of existing hardware, and taking a zero-impact approach to recycling equipment. For more details, check out this GreenerComputing.com article, Green IT: Looking Beyond the Data Center.
Servers, Networking Gear, and other IT Equipment Get Green Ratings
There are plenty of green ratings systems for desktop and laptop PCs, such as Energy Star and EPEAT. But so far there haven't been similar ratings for servers, routers, hubs, storage hardware, and other IT hardware.
That will change in 2009. The EPA, for example, is expected to issue final Energy Star ratings for servers in early 2009. Expect there to be significant work on ratings for other IT equipment as well during the year.
Best Green Data Center Practices Become Standardized
When it comes to greening a data center, you're generally on your own. You get your information through word of mouth, research, and from consultants and vendors. In 2009 that will start to change, with the development of commonly accepted best practices for green data centers.
In fact, it's already begun in Europe. In November, The European Commission released a set of benchmarks to help IT pros with the most energy-efficient practices when they build new data centers or upgrade existing ones.
The code involves using energy-efficient servers and virtualizing servers; minimizing the need for external cooling; and more. It also calls for the use of real metrics that can be monitored over time.
Some version of the code will make its way to the U.S. in 2009.
Green Data Centers Go Modular
Every new data center today is essentially custom built, which is not only expensive, but hard on the environment as well. Next year, you'll start to see modular, scalable, green data centers that can be shipped as components, and then assembled on-site. The components and overall construction will be energy efficient and easy on the environment.
Microsoft already has a design for these modular green data centers, in what it calls the Generation 4 data center. Expect to see other companies follow suit.

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CIO should NOT be CGO
I think it is a bad idea for CIOs to be natural selections for CGOs. Technology is not God. Technology will only help improve the environment, it will not save it. To truly be sustainable and environmental, a new mind set has to be developed. If you are looking at the social dimension of the business, then the Director of HR would be responsible for promoting green attitudes in employees. The technology director could help reduce the energy use of the servers, data centers, etc. The lawyers could study the laws that need to be followed. If we keep extending this logic, the CGO would have to know everything about the company and how it operates. The CGO would have to understand the market, the stakeholders, the customers, etc, not only technology. Some of the most anti-human and anti-environment individuals I have met are those that believe in technology as God and believe that it will save everything.
CGO should be the CEO. CEO is chief visioning officer and Sustainability, as Al Gore, Schwarzenegger, and Obama have shown, it takes someone with a vision.
Green IT Must Mean Green Savings
Love your predictions.
Green IT can make significant strides in the near future--as long as there is a strong cost/benefit savings. As the economy continues to cool, companies (and governments and NGO's) will only be willing to throw money at Green IT if a significant cost savings can be made.
If businesses can make the case that in addition to being green, their technology can also save money--it will be a smooth upward arrow for Green IT in the coming years.
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Robert Piller is President of EcoMarketingSolutions.com, which helps companies promote their brand and image at trade shows and in direct mail with environmentally-friendly imprinted promotional products that won't end up in landfills. He is a frequent guest speaker and writer on green marketing issues and welcomes feedback to postings on his blog: GreenSpotBlog.com.
Convergence Needed for Bright Buildings and People
While the GREEN IT predictions are valid and the energy savings important, I agree that the visionary leaders that look beyond the IT costs and benefits should address the issue of Sustainable Buildings. Let's finally remove the silos in organizations and get the interoperability between the various information technology systems used by all the occupants and operators and the building automation systems that control and could optimize the energy and reduce the carbon footprint.
See the recent Frost and Sullivan report on BRIGHT buildings prepared for CABA at www.caba.org
GREEN IT proponents are welcome to get information on the FREE DEMO of the CABA Building Intelligence Quotient Rating program by contacting David Katz, Program Manager at dkatz@building-iq.com
Green IT and the Boardroom
While I broadly agree with your predictions, our recent research (Green IT: Realuty, Benefits and Best Practices - http://www.itgovernance.co.uk/products/1933) is clear that the bottom line benefits - the ones that come from reduced power and utility costs, reductions in data centre costs, reductions in paper and other office costs - are the key areas of interest to board directors in 2009. I'm not personally convinced that we will see a huge 'greening' of the enterprise (but agree that, for those organisations that have this as part of their vision, then the CEO really should be leading the effort); I do think that the HR, IT and Finance Chiefs are all going to have to build Green IT into their strategies for this year.
Lets Get Rid of Buildings Alltogether
Its time for the work culture to change and get the workforce working from home then these buildings are a non issue.
IT workers scared about losing jobs.
Given we're in a recession, probably heading for depression, the big theme next year will be IT workers scared about losing their jobs.
I really don't think green IT will "take off" next year, nor will 100,000's of jobs be created.
A more realistic scenario is there will be very little extra hiring next year. Obama's bailout will certainly stimulate some new spending that may add extra IT jobs - however that will be offset by layoffs due to the downturn.
Bank of America is planning to lay off 30,000 workers for instance. How many of those people will likely be IT or IT related people? (Answer: lots)
In times of depression, I doubt CEO's or CIO's will be willing to invest money in green IT. They will be worried about reducing costs, recouping equipment taken from layed off workers - and most importantly be worried about their own jobs.