© 2008 IBM Corporation Telling and Selling IBM Green! How to guide to IBM Energy Efficiency Solutions Rich Lechner VP Marketing and Strategy Enterprise

© 2008 IBM Corporation

Telling and Selling IBM Green!

How to guide to IBM Energy Efficiency Solutions

Rich LechnerVP Marketing and StrategyEnterprise Systems

SSM_Energy Efficiency Deep Education_internal use only2

Learning objectives

Part 1 —Telling the IBM green story (20 minutes) Hear first hand the IBM Green C-level elevator presentation Learn the 4 business drivers for Green Understand the core benefits of Green Describe IBM’s Green credentials

Part 2 —Selling the IBM green story (20 minutes) Specific offerings in support of green In depth fact sheets for sellers covering IBM GTS, STG, SWG,

E&U, and Research offerings. Learn how to position each. How to engage your clients Review comprehensive enablement assets


Information technology (IT) accounts for….

Data source: Green IT: A New Industry Shock Wave, Gartner Symposium/ITxpo, October 2007,

–Accounts for 2% of anthropogenic CO2

–Roughly equivalent to aviation industry–IT energy usage will double next 4 years


Opportunities abound for Green IT

Data Centers consumed 180B kwh in 2007 – will double next 4 yearsSome Digital Media firms are forecasting doubling consumption annuallyOver $29B in power & cooling industry wide in 2007

– U.S. Energy Information Administration, IDC

The magnitude of the problem…

...inefficiency need to be addressed

100 units of energy production 3 units for productive IT Average resource utilization <10%=$140B excess server capacity

-U.S Dept. of Energy, IDC

1 billion computers will become potential scrap by 2010

Only 45% of US companies have eco-friendly disposal plansThe potential toxic risks of improper disposal are enormous

– IDC, National Safety Council

...e-waste can no longer be ignored.


Financial

Operational

Social / Regulatory

Global

Business drivers for Green IT


Facilities Compute Resources

VirtualizationDiagnose

IBM’s holistic approach to Green data centers

Active Energy Management

ResponsibleDisposal

Cooling Innovations


Data center

IT Load

55% 45%

Power and Cooling

How is energy typically used in the data center?

IT Resources

70% 30%

Power supply, memory, fans, planar, drives . . .

Processor

Utilization

80%80% 20%20%

Idle

Resourceusage rate

45%


Data center IT resources Utilization

Scalable Modular Data CenterScalable Modular Data Center

Data Center Facilities DesignData Center Facilities Design

Energy AssessmentsEnergy Assessments

Thermal Analysis Thermal Analysis

Consolidation ServicesConsolidation Services

Active energy Active energy managementmanagement

Storage and server Storage and server virtualization virtualization

leadershipleadership

IBM SystemsIBM Systemstmtm

IBM Rear DoorIBM Rear DoorHeat ExchangerHeat Exchanger

Intelligent Power SuppliesIntelligent Power Supplies

IBM Systems StorageIBM Systems Storagetmtm

Research and DevelopmentResearch and Development

Understand your energy use Understand your energy use and opportunities for and opportunities for

improvementimprovement

Plan, build, and upgrade to Plan, build, and upgrade to energy efficient energy efficient

data centers using data centers using innovative technologyinnovative technology

Seize control Seize control by implementing energyby implementing energy

management and management and virtualizationvirtualization


Data source: http://www.usctcgateway.net/tool/

A 20% efficiency improvement could save 36 billion kwh or 22m tons of CO2

…

Green IT vs. other abatement choices

…or you could remove 3,505,401 cars and light trucks from the company fleet.

…or you could plant 502,440,757 tree seedling and grow them for 10 years.

…or you could manage and preserve 16,329,325 acres of pine or fir forest per year.

..or you could recycle 6,597,707 tons of company waste instead of sending to landfills.

What if every data centers was a

green data center?


Up to 40% reduction in power and cooling

Some have achieved 80% reduction in floor space

Utilization rates increased 4X

Avoided new construction

Green IT can deliver profound results


IBM operates 8M sq. ft of commercial data center operations — largest in the world

Projected annual savings of 5B KWH

IBM actions will result in the avoidance of 2.5M tons of CO2 per year, which equates

to 1M automobiles not driven for 1 year

One Example: 3900 UNIX/x86 servers consolidating to 33 IBM System z mainframes — saving $25M in energy cost , $450M overall in 5 years

IBM will double compute capacity without increasing consumption or impact


Cost savings from more efficient energy use

ROI on IT more than 3 years old is less than 2 years

Every $1 saved on energy, drives another $6 -$8 operational savings

More computing performance per kilowatt

Extend the life of IT equipment

Results in a shared, flexible infrastructure

Verifiable energy conservation

Proactively address energy/climate challenges

Improves customer’s image of your company

Use Green as your new business barometer

Financial Operational Social / Regulatory


Set substantive goals► Effective global goals should document integrated results from across all aspects

of your business

58% Reduction

1998 Became the first semi-conductor company to set a numerical target for PFC

emissions reduction

600

500

400

300

200

100

0

2000 2001 2002 2003 2004 2005

Green IT Roadmap — Step 1

44%44%

IBM Example

Between 1990 and 2006, IBM’s global energy conservation actions reduced or avoided CO2 emissions by an amount equal to 44% of our 1990 emissions.

New goal: to extend the above achievement by reducing CO2 emissions by 12% between 2005 and 2012.


Neuwing Neuwing Energy Energy

VenturesVentures

17 yrs.17 yrs.


Make sure goals are transparent and verified• Market expectation is for progress toward goals to be open and verified by reputable

3rd party• Not acceptable to “green wash” your organization by saying you are green

IBM Example Annual corporate environmental reports released

every year since 1990 U.S. Dept. of Energy's Voluntary Greenhouse Gas

Emissions Reporting for 13 years (since inception) Reported to the Carbon Disclosure Project for 5

years (since inception) Independent verified greenhouse gas emissions

through WWF Climate Savers, Center for Energy & Climate Solutions, U.S. EPA Climate Leaders, and Chicago Climate Exchange

Launched industries’ first Energy Efficiency Certificate (EEC) program with Neuwing Energy Ventures


Green Power

Purchaser Award 2006

USEPA Climate Protection Award

1998 and 2006

FORTUNE 500 Top 20 2004, 2005, 2006

Business Environmental Leadership Council

11stst


Demonstrate leadership in your industry • Partnerships and collaborations are important if you want to improve

environmental performance of your supply chain.

IBM Example First in our industry to establish numeric goal for reducing PFC emissions Charter memberships in World Wildlife Fund's Climate Savers program, World

Resources Institute's Green Power Market Development Group, U.S. EPA Climate Leaders and Chicago Climate Exchange

Member of U.S. EPA’s SmartWay Transport Partnership and Green Grid Consortium

Charter member of U.S. EPA’s ENERGY

STAR Computers Program 1992

Green Grid Founding Member


What about the other…


Intelligent Utility Networks

• IBM and CenterPoint Energy are engagedin a strategic effort to develop and deploy Intelligent Utility Network (IUN) solutions

Transport Systems

• Stockholm Congestion Tax Project - differentiated pricing by time of day, congestion level, and potentially emissions level

• 1st month pilot results: •Traffic reduced by 100,000 vehicle passages per day (25%)•Public transportation passengers increased by 40,000 / day

Environmental Research• Advanced Water Management• Carbon Management • Alternate Energies

IBM Big Green innovations for the 98%


Understand your present environment

Make efficient use of technology

Lead by example

In the final analysis, it’s only our planet…….

ibm.com/systems/greendatacenter

© 2008 IBM Corporation

How To Guide Part 2:

Selling IBM Green

Steve ColeEnergy Efficiency Leader Enterprise [email protected]


Gartner ranks Green IT #1 for 2008. “In 2007 Green IT moved from a niche to widespread adoption. 2008 we see new and revised approaches to green.”

Gartner ranks Green IT #1 for 2008. “In 2007 Green IT moved from a niche to widespread adoption. 2008 we see new and revised approaches to green.”

“Rising energy cost , demand for computing and data capacity is growing unabated…..IT departments are beginning to get the energy bills.” - IBM / Consultant studies, September 2007

“ Datacenters have doubled their energy use in the past five years, customers have ‘hit the wall’ in terms of power in the data center and crisis in eliminating heat .” - Koomey, February 2007

“81% of respondents think the ‘Greenness’ of their IT suppliers will become ‘much more important’ over the next few years.” –IDC Green Survey, November 2007

Situation analyst and market survey findings

IDC estimates 50 cents is spent on energy for every dollar of computer hardware. This is expected to increase by 54% to 71 cents over the next four years.

IDC estimates 50 cents is spent on energy for every dollar of computer hardware. This is expected to increase by 54% to 71 cents over the next four years.


Why Green Data Centers ?

•Data Centers consumed 182 billion kWh in 2007

•2x increase since 2000, double again by 2011

•Volume servers responsible for 68% of increase

•Low utilization of these resources wastes precious IT budgets

•Creates perfect selling storm for IBM SSM’s

Data source: Creating :http://www.usctcgateway.net/tool/

IT Load

Power and Cooling

20% efficiency improvement will free up $27B Capex transformation…and save 36 billion kwh or 22m tons of CO2 or 4.2m passenger cars

55%45%55% 45%

Perfect StormPerfect Storm


Fact Sheet: Energy usage in Data Centers WW

Server, Storage, and

Network Operations

Chillers, Humidifiers, CRAC, PDU,

UPS, Conversion,

and Distribution

303 billion kWh Input

182 billion kWh Delivered

192 billion kWh

Output

100 billion kWh for facility (55%)

82 billion kWh for IT (45%)

Chillers, humidifiers,

CRAC, PDU, UPS,

Lights, and Power

distribution

Chillers, humidifiers,

CRAC, PDU, UPS,

Lights, and Power

distribution

Servers, Storage, and Network

Servers, Storage, and Network

Data source: Creating Energy-Efficient Data Centers, , U.S. Department of Energy , May 18, 2007

10% facility+

10% IT efficiency

improvement

$19.5 B Opportunity

next 36 months

* Relationship at Actual Data Centers will Depend on Sophistication of DC operator.

*


Fact Sheet: WW opportunity for Green IT

Kw Usage 2006 2007 2008 2009 2010

USA 69,000,000,000 79,350,000,000 91,252,500,000 104,940,375,000 120,681,431,250Europe 55,000,000,000 63,250,000,000 72,737,500,000 83,648,125,000 96,195,343,750AP 15,000,000,000 17,250,000,000 19,837,500,000 22,813,125,000 26,235,093,750Canada 10,000,000,000 11,500,000,000 13,225,000,000 15,208,750,000 17,490,062,500LA 9,000,000,000 10,350,000,000 11,902,500,000 13,687,875,000 15,741,056,250

158,000,000,000 181,700,000,000 208,955,000,000 240,298,250,000 276,342,987,500kwh cost 0.10 0.11 0.12 0.13 0.15

$15,800,000,000 $19,987,000,000 $25,283,555,000 $31,983,697,075 $40,459,376,800Reinvest efficiency improvements 20% 20% 20% 20% 20%

WW oppt'y $3,160,000,000 $3,997,400,000 $5,056,711,000 $6,396,739,415 $8,091,875,360

$5,056,711,000 $6,396,739,415 $8,091,875,360 $19,545,325,775

Assumptionskwh cost rising 10% per yearkwh usage increasing 15% per year 20-40% possible efficiency improvements, err on low sideall efficiency improvements savings are reinvested in facilities and hardware improvements


Fact Sheet: Information technology (IT) accounts for….

…of CO2 emissions

27 billion metric tons of CO2 worldwide last year

–Approx. 7 to 8 billion tons are anthropogenic CO2–6 billion tons from power generation alone

182 billion kWh used by data centers equals 132 to 160 million tons of CO2

–Depends on the carbon calculator you use ( over 12 different sources )–http://www.usctcgateway.net/tool

2% x 8 billion tons CO2 = 160 m tons from IT

160 m tons = 1.7% of WW anthropogenic CO2


Server hardware Server loadsData center

How to improve efficiency

Reduce cooling/UPS needs vs. energy going in servers, capture heat at source (Potential gain 10%)

More efficient cooling and energy supply

Higher efficiency infrastructure, power management' ( > 3yrs older is good target )

Better serverhardware design

Reduce idle/unused capacity which still consumes energy (Utilization 5 to 20 % gain)

Enhance resource usage rate

(conso/virtualization)

Fact sheet: IBM delivers across the board

Other

70%

Processor

30%(Power supply,

fans, memory,disk)

Reduce consumption @ chip level( Cap power usage )

Advanced processor design

+ process

Processor

Performance, Capacity/Watt

Up to 95% idle

resource

Resources used at

5-20% average for

appl. load

TYPICAL USAGE RATESMainframe80 – 90%

UNIX 10 – 20%

Wintel 5 – 12%

ITPower45%

HVAC,UPS55%

100 Units

35 Units

33 UnitsDelivered*

*Data source: U.S. Department of Energy May 18, 2007


No other vendor has this pyramid of green offerings

Innovation Solutions

GreenServices

and Support

GTS EngagementServer Consolidation Efficiency StudyVmware, APV and IBM Director

Implementation Services Data Center Stored Cooling Solution-IBM

LabsOptimized Airflow Assessment for CablingScalable Modular Data CenterIntegrated Rack SolutionData Center Global Consolidation

and Relocation Enablement

Value Add Services

IBM Installation of Cool Blue Rear Door Heat eXchanger -STG LBS

Energy Efficiency Project Financing – IGF

Energy Efficiency Certificates-STG & GTS

GTS ExpertiseServer and Storage Consolidation

and Virtualization ServicesData Center and Facilities Strategy

ServicesIT Facilities Consolidation and

Relocation ServicesSpecialized Facilities Services

IBM Lab Services for IT

Green Solutions

Green Products

System p

System i

System x

BladeCenter System Storage

IBM Site and Facilities for non-IT

Active Energy Manager Rear Door Heat Exchanger

System z

iDataplex

Green Assessments

SWG Tivoli ITM Tivoli ITM Power AgentTivoli ITCAM RTTivoli UAMTivoli Maximo SpatialTivoli Asset Mgmt for IT


What is a green data center?

Value Proposition:For Mid Market, SMB and Large Enterprise clients, with a) data center larger than 1000 sq, ft b) using technologies older than 3 years, c) who face data center overheating problems, or d) have power or cooling shortages that inhibit growth , IBM offers a comprehensive approach to helping customers create and manage energy efficient and environmentally responsible green data centers. Unlike Hewlett Packard Corporation, IBM’s approach addresses all five essential elements of a green data center—diagnose, build, virtualize, manage-measure, and cooling.

DiagnoseGet the facts to

understand your energy use and

opportunities for improvement

Build

Plan, build, and upgrade to energy

efficient data centers

Cool VirtualizeImplement

virtualization and other innovative

technologies

Measure and Manage

Seize control with energy

managementsoftware

Green Data Center

Use innovativecooling solutions


Build

Data Center Energy Efficiency Assessment-GTS

Data Center Thermal Analysis and Optimization Facilities Integration-GTS

IBM Optimization and Integration Services: Server Consolidation-GTS

Accelerator for Rationalization -GTS IT Systems Energy Efficiency

Assessment-STG Data Center Health Audit for IT-STG Server and Storage Power/Cooling

Trends and Data Center Best Practices-STG

Optimized Airflow Assessment for Cabling -GTS

Scalable Modular Data Center-GTS Integrated Rack Solution -GTS Data Center Global Consolidation,

Relocation Enablement, Green-Facilities Services-GTS

IBM BladeCenter-STG IBM System Storage –STG IBM System x - STG IBM System i -STG IBM System p -STG IBM System z -STG IBM Blue Gene -STG Data Center Global Consolidation and

Relocation Enablement - GTS Energy Efficiency Project Financing - IGF Networking SPL - GTS Strategy & Architecture SPL - GTS

Virtualization on IBM Systems andIBM System Storage- STG

IBM Emerging Server Technology Services - VMware -GTS

Green Data Center

Virtualize Cool

Build Measure and

Manage

Diagnose

Virtualize Cool Data Center Stored Cooling

Solution- GTS IBM power supplies - STG Rear Door Heat Exchanger- STG

Diagnose

Manage and Measure IBM Systems Director – Active Energy

Manager 3.1 - STG Tivoli Tivoli Monitoring Power Agent,

Composite Application Manager for Response Time, Usage & Accounting Mgr, Maximo Spatial and Asset Mgt –SWG

Environmental compliant, secure disposal- IGF

IBM offerings map


Data Center - Planning, Design, and Construction

Service

– Full evaluation report that includes electrical, mechanical

and space requirements, with equipment layout drawings,

cost estimates and a proposed construction schedule. IBM Data Center Energy Efficiency Assessment

– Compare data center energy efficiency to industry

standards and discovers opportunities to improve

efficiency of the entire data center ecosystem. Server Consolidation Efficiency Study

Streamlined assessment provides clients with the fact

base required to justify initiatives for optimizing their

server environments while reducing energy costs IBM Thermal Analysis for High Density Computing

– Real-time thermal analyst that can pinpoint high-heat

areas within a computer room - and create solutions to

alleviate the problem.

Diagnose: IBM GTS skills you can recommend


What you will learn to do: Educate you on the Best Practices for Energy Efficient use in

your data center Provide insight into the future direction of computing as it

relates to Energy Teach you how to review the results and discuss roadmaps to

“green data center” with customers As result you can conduct a 4-hour interview as “Green Team

member” to gather high level data

Your customers will benefit Identify simple to implement, low or no cost, energy saving

ideas Customized “Green Blueprint” Know potential IT savings Ability to implement more solutions and technologies

Perform a Server and Storage Power/Cooling Trends and Data Center Best Practice evaluation to determine the potential cost/energy savings

Diagnose: IT only green-skills you can learn


The breadth and depth of IBM Development at your service

Mobile Measurement Technology (MMT)

IT Systems Energy Efficiency Assessment

–Assessment that analyzes existing IT systems to provide guidance in strategy to achieve required IT workload and performance with less power, cooling, and space requirements.

Data Center Health Audit

–Evaluates the overall heath and readiness of IT infrastructure. Recommends actions to reduce risks and improve site availability based on 2-3 week review.

Optimize thermal profile of IT systems to eliminate hot spots

–Utilizing MMT, unique cart-based design for measurement collection to create 3D temperature map of IT equipment

Diagnose: STG Lab Services skills you can use


IBM GTS Deep Skills ( across SPL’s )

–Creating highly resilient green data centers that include energy efficiency as a

design point ( i.e. IBM Boulder )IBM Optimized Airflow Assessment for Cabling

–Yields improved cooling and reduced energy usage across data centerIBM Scalable Modular Data Center

–About 15 percent below the price of a traditional approach IBM Server Optimization and Integration Services – server consolidation

– Increase server utilization and flexibility while reducing TCO

Build: Recommend these GTS Solutions


90% efficiency, Refrigeration cooling in System z has significantly reduced (leakage) power.Low temperature CPU cooling for high efficiencyShared redundant regulated fans.

Made of multiple dedicated sub-systems for low overhead and optimized usage rate (compute, I/O multiple sub-systems)

Dedicated specialty engines for high efficiency: IFL (Linux), zAAP (Java, WebSphere), zIIP (Data access)

2

1

Efficient system design for energy savings

Highest usage rate (80-

90%) and resource

usability, extensive

consolidation of

servers and their

ecosystem

Energy saver system architecture

IBM System z Enterprise hub at lowest energy level consumed

Minidisksuser specific

data

Shared disksRead Only

Strong I/O8 Paths

VirtualRACKs

GigabitEthernet

z/VM on System z9

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

LLiinuxnux

Sharing ofALL resources

processor, memory & I/O

z/OS z/VM+ Linux

Built-in distributed hardware architecture:

Virtual Machine – Software Hypervisor “integrated” with the Hardware Architecture

New servers installed in “minutes” – CLONING

Sharing of CPU, Memory & I/O resources

Virtual Network – Virtual Switches/Routers

Virtual I/O (mini-disks, temporary disks, virtual cache . . .)

Virtual Appliances (SNA/NCP, etc.)

System z has improved the performance / watt of every new release of the processor CMOS. 9 times.

Autonomic Workload Management (IRD) across LPARs for QoS according to a goal-Business Policy – PRIORITIES, capping, monitoring, reporting, charge back . . .

Automation & System Management facilities

Interface to Active Energy Manager ( 1Q07)

Very FLEXIBLE “NO COST” solution for Test, Development & Proof-of-Concept

3

KW

an

d S

Q F

eet

Processors

Fact Sheet for Build: System z


Ethernet: ► Cisco Intelligent Gb Ethernet Switch► Cisco Fiber Intelligent Gb Ethernet ► Server Connectivity Module► Nortel Copper Gigabit, Fiber Gigabit, Layer

2-7 Ethernet Switch► Nortel 10 Gigabit Uplink Ethernet Switch

Module

Fibre Channel: ► Brocade®, QLogic®, McDATA®► QLogic Enterprise 6-port FC Switch

InfiniBand:

► Cisco Systems 4X InfiniBand Switch Voltaire InfiniBand Passthru

Ultra Low Power HS21 XM blade dual core Xeon processor Low Voltage

High Core Density HS21 XM blade with 2xQuad core proc. for virtualization (8 cores per blade)

16GB Solid State Dual Disk for disk replacement and extremely low power consumption

Virtualization with VMware or Virtual Server on Intel and AMD, APV (POWER blades)

IBM Director with Virtual Manager: Physical and logical (virtual) servers management

1

4

5

8

Higher resource usability and usage rate

Consolidation extended to network/IO devices preventing extra power supply/fans

Deep control of energy use

6Rear Door Heat Exchanger: Capture efficiently heat generated, back of the rack, 55% less heat blown in the room

Front view

Rear view

IBM Tivoli Provisioning Manager for OS deployment

IBM BladeCenter built for energy efficiency

in x86 environment

Capture heat @ source

IBM Power Configurator Tool available from ibm.com to plan real BladeCenter and System x configuration power consumption and heat generation

7

Plan energy use

91% peak efficiency, quasi linear (85% efficiency @ 20% load) and regulated 1200 Watt power supplies, load balancing and failover power supplies

Efficient system design for energy

savings based on IBM Research

Redundant vectored cooling system: 2 specific fans for the whole chassis (no fans on blades)

Wide portfolio of pluggable module for I/O and network

IBM PowerExecutive Manage power at the rack and server level. Monitor:

Power supply, Blades, I/O modules, Mgmt module, Blowers, Media tray, Midplane

3

2

Fact Sheet for Build: BladeCenter


IBM Active Energy Manager (Nov 2007) Manage power at the rack and server level. Monitor, actuates

90% efficiency, linear and regulated power supplies, load balancing and failover power supplies

Shared redundant regulated fans

High efficiency POWER processor: Multiple short pipelines, Copper wirings, Low K dielectric, High K gateDual core chip since 2001, Multithread since 2005

Efficient system design for energy savings

Higher usage rate (up to 80%) and resource usability, extensive consolidation of servers and their ecosystem

Large selection of capacitive mid-range to high end systems for optimized consolidation of many logical servers

Energy saver processor

Rear Door Heat ExchangerCapture efficiently heat generated, back of the rack, 55% less heat blown in the room


Live Partition MobilityMove load across systemsRegroup light loads on one, switch off the other

POWER6 with EnergyScale (4Q2007) technology enables the system to dynamically manage the power being used. When the system is idle or in low utilization, it will turn off circuits to and even reduce fan speed to reduce energy costs

Deep control on energy use

Up to 254 logical servers per system (p595)Optimize idle capacity (up to 60-80% usage rate

versus traditional 20%)Dynamic reconfiguration (CPU, memory, I/O) for

on-going high usage rate Virtual Ethernet, LAN between logical servers,

without specific hardwareCap/uncap partition allow partition to use

resource when needed and available

Full sharing of optimized power and fans

Allow to build a full portion of infrastructure in one box

With virtual I/O fabric and virtual network fabric

Saves many network devices

UNIX AIX+ Linux+ i/OS+ Windows

Systems attachment

IBM System p, i built for energy efficiency

in UNIX environment

1

2

3

4

6

5

Fact Sheet for Build: POWER6 processor System p, i


Be eco-friendly and potentially improve your bottom line through IBM Asset Recovery Solutions

Virtualization with VMware, Xen or Microsoft Virtual Server on System x

IBM Director with Virtualization Manager provides physical and logical (virtual) server management with optional Availability Management and Image Management extensions

1

4

5

Higher resource usability and usage

Rear Door Heat Exchanger: Capture efficiently heat generated, back of the rack, 55% less heat blown into the room

System x3950 M2 model with embedded VMware ESX Server 3i

IBM System x™Green today for a better tomorrow


IBM Power Configurator Tool available from ibm.com to plan for System x power consumption and heat generation by on configuration

Plan energy use

Efficient system design for energy

savings based on IBM Research

IBM Active Energy Manager Manage power at the rack and server level. Monitor and trend power usage and thermal information. Enforce capping on power usage for selected System x servers

3

2

Fact Sheet for Build: System x

Deep control of energy use

Consolidate on System x enterprise servers which can be expanded up to 16 sockets and 1TB of memory, simplifying virtual-server deployments especially when application requirements are growing or unpredictable

Built with IBM X-Architecture®, featuring

Low-power processor options: System x3550 and x3650 utilize a 50-watt Intel Xeon quad-core processor vs. 80 watt

Low-power memory: enterprise servers with eX4 technology use Buffer on Board technology with DDR memory which can save over 200 watts over competitive systems using FB-DIMMs.

Smaller hard drives: 2.5 inch drives consume up to 40 percent less power than 3.5-inch drives

Smaller, more efficient power supplies have more than 90 percent efficiency in converting AC wall current to DC power

Calibrated Vectored Cooling™ to protect critical system components from overheating and help increase availability

System x two-socket modular servers provide a cost-effective way to implement virtualization, even for small to midsize businesses, and feature advanced I/O, large memory expansion capability and the latest quad-core processor technology,


6

Increase Storage Utilization: Increase storage utilization to decrease your Watts per Usable TB

• Consider RAID-5 or RAID-DP instead of RAID-10 for disk configuration

• Use SAN Volume Controller with dynamic volume expansion to increase disk utilization

• Use N series A-SIS de-duplication and FlexVol features

IBM System Storage solutions for a green

data center


Rear Door Heat Exchanger: Capture efficiently heat generated, back of the rack, 55% less heat blown in the room

Tape is Green: Tape uses 20x less energy expense than disk. Consider the TS1120 or LTO-4 technologies

Combine Disk and Tape:You can combine disk and tape to meet application access and performance requirements, and still benefit by low energy consumption of tape. This can use 4x less energy for typical combinations.Example: DR550 and DR550 Express

Tape Virtualization:Virtualization allows disk arrays to front end tape workloads, to leverage the speed of the disk with the cost benefits of tape, eliminating the need to manage the movement of the data from the disk to tape. Example: TS7740 and TS7520 Virtualization Engine

1

3

2

Information Lifecycle Management:Determine policies, processes, practices to aligns business value of information with the most cost effective, energy efficient IT infrastructure through the management of service levels

Use IBM TotalStorage Productivity Center to help identify stale, orphan or unused files4

5Use slower drives: ATA drives run at only 7200 RPM and consume less energy than 10K or 15K RPM FC/SAS drives. Available on DS8000, DS6000, DS4000, N series and DR550

7

Fact Sheet Build: Systems Storage


Use IBM Director Active Energy Manager to meter actual power usage and produce trend data for any single physical system or group of systems.

Measure and Manage: Measure, trend, cap

Compare rackactual power vs.label power

Trend power

use over time

Compare actual vs. name plate power at system level View inlet and exhaust temperature

Trend temperature

over time

Trackheatemitted


Measure and Manage: Up sell to Tivoli

Visualization, trending and analysis

Virtualization andworkload mgmt.

Impact and footprintassessment and reporting.

Delivering energy efficiency and reducing environmental impact— Applying Tivoli’s event health, performance and automation capabilities to optimize

resource consumption and minimize power requirements while maintaining service levels and workload throughput.

— Working with partners to deliver comprehensive green datacenter implementations to customers including dynamic workload management and carbon footprint assessment and reporting.


Virtualization: Creates fast path to green data centers

Improves server and storage utilization which: ► Reduces the number of devices and associated

environmentals► Allows for targeted thermal solutions for efficiencies► Allows for more efficient power distribution, backup,

and regulation

Enables dynamic resource management for:► Deployment and Operational Optimizations

Some examples:► Base Consolidation► Policy Based Consolidation► Policy Based Provisioning


Cool: Innovations you can talk aboutIBM Heat eXchanger

–Patented “cooling doors” can reduce heat at the source by up to 60% and thus reducing associated HVAC cost.

IBM Data Center Stored Cooling Solution

–The Cool Battery, IBM cut energy cost of IBM Bromont site by 45 percent–IBM Research owned solution not a formal product.–Marketing provided by IBM GTS S&F Example of world class innovation

–STG has 350 patents and patent applications pertaining to Green Innovation.

–IBM overall now has 1300 patents and pending company wide Green Innovation and Project Big Green.


Summary: Match your sales role to the need

John Davies, AMR Research, April 2007

Server and Storage Server and Storage Power/Cooling Trends and Power/Cooling Trends and Data Center Best PracticesData Center Best Practices

Data Center Thermal Data Center Thermal Analysis and Optimization Analysis and Optimization Facilities IntegrationFacilities Integration

Data Center Health Audit Data Center Health Audit for ITfor IT

IBM Systems – Go Green IBM Systems – Go Green and Saveand Save

save energy on power save energy on power and coolingand cooling

save floor space in save floor space in data centerdata center

save the environment save the environment by being efficientby being efficient

Active Energy ManagementActive Energy Management

Storage and server Storage and server virtualization leadershipvirtualization leadership

IBM Tivoli Usage and IBM Tivoli Usage and Accounting , Monitoring, Accounting , Monitoring, and Provisioning and Provisioning


Fact Sheet: Match buying triggers to entry points

Regional GTS S&F sales leader or email Jody Cefola

STG LBS Data Center Services or email Ken Schneebli

Green Army or email Andrew Verdesca

Regional Briefing web or email Steve Cole

IBM Corporate Affairs or email Steve Cole

Data Center Energy Efficiency Assessment

Data Center Energy Efficiency Assessment Lite

Data Center Thermal Analysis and Optimization Facilities Integration-

IBM Optimization and Integration Services: Server Consolidation and Efficiency Study services

IT Systems Energy Efficiency Assessment

Data Center Health Audit for IT

Server and Storage Power/Cooling Trends and Data Center Best Practices briefing

Energy Efficiency Certificates

Bathwick Benchmark tool ( 2Q08)

IBM Green XLS carbon abatement tool (2Q08)

Active Energy Management trial download

SSM_Driving Eco-responsibility_Green part 1.ppt

IBMFocusOnDataCenterEnergyEfficiency101.ppt



Copy of IBM annual corporate environmental report

IBM_Focus on Environmental Responsibility_101.ppt



1. How do I get 1. How do I get started?started?

Paths into products and services:

State of the art State of the art data centerdata center

Seeking best Seeking best practices for ITpractices for IT

Require energy Require energy managementmanagement

Use Use virtualization to virtualization to

go greengo green

Green supply Green supply chainchain

IBM Green IBM Green Leadership Leadership

Story Story GTS ServicesGTS Services STG GREENSTG GREEN

Lab ServicesLab Services

F2F Green F2F Green Briefing or Fly-Briefing or Fly-

inin

F2F Using F2F Using Benchmark or Benchmark or

Carbon toolCarbon tool

Client triggersClient triggers

Entry pointsEntry points

2. What do I 2. What do I implement?implement?

Content Available Content in process


Awareness campaign for IBM Green Data Center

EEI Web Portal

Web advertising Print advertising

Syndicated Blog

Direct mail & HTML email

Television

Advertisement

Viral Marketing

Paid Search


Assessment Tools for on line or face

to face use

EEI Web Portal

Sales Flyers

Whitepapers

Focus area in customer reference database

Presentation Library , and

green team room

Robust Partnerworld Sales Kit

Product pocket guides

101-201-301 Presentations and education

Customer Testimonial

Videos

Web based self assessment

Bathwick Benchmark tool for FTF

Event-in-a box

Whitepapers and Blue Books

C-Level Elevator ppt

Enablement tools available today


Education Roadmap: 7 Steps plan for IBM Energy EfficiencyDescription Link

Step 1 a) Get started by understanding the 'green' issue. Watch this short video (4:15 min) to understand the issues.

b) Download and watch these short videos to learn what defines a true green data center. This series of Business First investigation reports will help answer the question--what is a green data center?

http://w3-1.ibm.com/sales/systems/portal/_s.155/254?navID=f220s240&geoID=All&prodID=IBM%20Systems&docID=OITbizfirstvideo

http://w3-1.ibm.com/sales/systems/portal/_s.155/254?navID=f220s240&geoID=All&prodID=IBM%20Systems&docID=OITbizfirstvideo

Step 2 Learn how to initiate the dialog with your client. with a 30/60/90 minute conversation with your customer.

http://w3-1.ibm.com/sales/systems/portal/_s.155/254?navID=f220s240&geoID=All&prodID=IBMSystems&docID=oiteeexeccust

Step 3a Familiarize yourself with IBM's holistic approach to energy efficiency by understanding Project Big Green – Part 1

http://lt.be.ibm.com/stg/ltu23314/

Step 3b IBM Energy Efficiency Technology Overview-Part 2 http://lt.be.ibm.com/stg/ltu23312/

Step 4 It is critical you understand IBM’s our story and track record in environmental responsibility. This is critical.

http://lt.be.ibm.com/stg/ltu23303/

Step 5 Use the Customer Web portal as your resource for clients facing materials and to see how we speak to clients.

http://www.ibm.com/systems/greendatacenter

Customer looking for more information can send a note to: [email protected]

Step 6 Now that you have the basics down, explore the wealth our sales kit. Remember just search w3.ibm.com/sales/systems on keyword: gogreen

http://w3-1.ibm.com/sales/systems/portal/_s.155/254?navID=f220s240&geoID=All&prodID=IBM%20Systems&docID=OITeesk.skit&docType=SalesKit&skCat=DocumentType

Step 7 Now you are ready for a more advanced course on Green! http://w3-1.ibm.com/sales/systems/portal/_s.155/254?navID=f220s220t240&geoID=All&prodID=IBM%20Systems&docID=OITeeDeepDivePart4


HP is in our accounts talking about energy efficiency:

►Marketplace perceives HP “green” story to be better than IBM.

HP gearing up for major 2008 push:►New DC design practice►Acquired EYP MCF►Dynamic Smart cooling offerings for printers, server, storage in the works

HP weak on vision and substance: Has yet to deliver in 9+months Weak on mainframe heritage, lack

incumbency in data centers, blade only, focus on IT only

They have a very short history of environmental programs

HP innovation no comparison to IBM Sun borrows message from IBM

Competitive situation today


Cross IBM involvement

IBM has earned the right to be a leader

Reallocating $1B per year to this project

Energy and Utilities solutions

Chemical and Petroleum solutions

Technical Steering Committee leader for Green Grid and EPA

Comprehensive approach to help clients create “green data centers”

Integrated Mass Transit Info systems for congestion pricing

Mobile Measurement Tool and Cool Battery

Efforts are public and verified

Raising the bar further

Public Sector solutions

Travel and Transportation solutions

Working with clients, governments, environmental NGOs, public policy leaders and other influencers

Includes both facilities and IT equipment to help save up to 40% in total energy costs

Engaged in a strategic effort to develop and deploy Intelligent Utility Network solutions

CollaborationAcross

Eco-system

EnergyEfficient

Infrastructure

Research&

Development

IndustrySolutions

EnvironmentalResponsibility

IBM Big Green InnovationsIBM Big Green Innovations


1. SubstantiveGoals set and documented results reported across our business

2. VerifiableTransparent with 3rd party verification

3. SustainablePartnerships and collaboration to demonstrate leadership


Neuwing Energy

Ventures

Green Power Purchaser Award

The Climate Group

USEPAClimate Protection Award

1998 and 2006

What are the elements of a Green Program?

Annual corporate environmental reports for past 17 years

IBM examples

IBM has reduced

CO2 emissions

by 44%


Also known as White Tags

A new tradable attribute similar (but different process) to RECs

Represents the value of energy not used (conserved) in Data Centers or other facilities’ efficiency programs

An emerging method to verify your programs by a 3rd party

Created through the implementation of energy conservation projects on the demand side

What are Energy Efficiency Certificates?


Questions for clients with financial pains

► Does client know the power consumption of their data center facility’s major components such as IT equipment, chillers, uninterruptible power supply (UPS) system, power distribution units (PDUs), computer room air conditioners (CRACs), electrical switchgear, etc? Does the IT equipment consume less than 45% of the electricity?

► Is client moving to high-density computing environments that will affect energy usage and cooling capacity?

► Is client’s design capacity for peak power and cooling load significantly higher than their actual power and cooling load today?

► Does client know how much they spent on energy over the last three years in their data centers? Has the bill grown?

► Are the clients data center operating costs rising more quickly than expected?

► Is the client reassessing resiliency expectations/requirements to address operating budget challenges?

► Does the client suspect that energy usage inefficiencies exist in his data center and is he looking for help to identify and eliminate them so that the client can save costs?

► Are there incentives from utility providers or within their organization to reduce energy consumption?


► Does the customer have difficulty bringing new applications and services on-line because of insufficient data center power or cooling capabilities?

► Is the customer considering the deployment of high density equipment in his data center? Has the customer assessed his facility’s power supply and cooling capabilities in consideration of this technology change?

► Does the customer know if his facility currently has the capacity to support continuous operations for a high density computing environment?

► Is the client experiencing thermal issues such as hot spots, unexplained computer failures or hiccoughs in your data center?

► Are the clients air conditioners keeping the computer room at the recommended temperature?

► Is the customer planning on deploying high-density IT now or in the future in his existing computer room?

► When the client adds computer equipment, does he spend an inordinate amount of time trying to balance the heat loading caused by the new machines?

► Is the client concerned with the trends in IT and the potential impact on his facility? Does he think your facility can accommodate this technology?

Questions for clients with operational pains


► Do you need to address IT asset disposal regulations, balancing environmental impact with data security issues?

► Does your constituency look to you to lead when it comes to reducing your environmental impact?

► Do you have a leadership energy conservation initiative?

► Do you need to improved public image?

► Are you facing compliance issues on energy related regulations?

► Do you need help to identify potential non-compliance areas within the data center?

► Do your vendors share you environmental concerns? Are you contracting with other ‘green companies’ ?

Questions for clients with environmental pains


Documents

© 2008 IBM Corporation Telling and Selling IBM Green! How to guide to IBM Energy Efficiency Solutions Rich Lechner VP Marketing and Strategy Enterprise