1. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 1 Greening - the full lifecycle Going the extra mile Juergen Heidegger Oxford, 19 th March 2008 Low Carbon ICT Conference at Oxford University’s Saїd Business School

2. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 2

3. 3 The challenge Steadily growing quantities of scrap IT EU legislation: WEEE and RoHS Energy prices increasing Infrastructure costs for powering and cooling data centers are rising faster than the procurement costs for new servers Customer expectations:  Environmentally harmless production  Environmentally conscious products  Without additional expense Data Center Energy Efficiency and Productivity, The Uptime Institute, 2007

4. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 4 ISO 14001-certified environmental management system includes all employees and suppliers. Employees Recycling & disposal Product use Legal requirements Competence Responsibility Customer Production Development Supplier Integrated approach to environmental protection

5. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 5 components, materials Output Input products Inbound logistics and sourcing Reduced packaging Sea freight when possible Supplier selection, contracts, audits, information, … Production Saving energy and water Reducing hazardous materials, waste, wastewater and emissions In-house mainboard development and production Lead-free soldering (years before RoHS) Environmentally conscious production and logistics Outbound logistics Optimal packaging Direct shipments to customers Bulk-packaging for large accounts Where we invent and build – Excellent quality made in Europe Europe's most modern manufacturing facilities for PCs and servers Customizing and Manufactured-to-order

6. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 6 Build Management OS Module Driver Module Customer Module Onsite Installation Customer LAN Customization Services Client System HDD Customer Applications Operating System Drivers Fujitsu Siemens Computer Factory Distribution Installation “once-for-many“

7. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 7 Mass Customization Volume production Server production Systemboard production Warehouse Consignment Stock Product Management R & D Test center From Engineering to production: just a 3 minute-walk

8. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 8 Maximize Battery Life ECO Button  Avoid unnecessary power consumption with an integrated ECO Button to maximize battery life (LIFEBOOK P7230). Power Management Integration  Reduce energy consumption by ~15 percent with integrated Power Management (LIFEBOOK S6410). Display Switched Monitor Outlet  Display is powered through and switched off by the system unit resulting in reduced energy consumption through the switched monitor outlet (ESPRIMO E5925). Energy-efficient Business Clients Up to 50% CO 2 savings achievable PC running 8 hours / day Green PC: ESPRIMO E5615 PM = Power Management Boost Energy Efficiency

9. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 9 Very low energy consumption, in all modes  80W in active mode, ~27% less*  50W in idle mode, ~20% less*  3,5W in energy saving mode Halogen free mainboard Very low noise emission  Below 30 db Environmentally conscious packaging Fully recyclable Fujitsu Siemens Computers green power management … and Zero Watt standby display Worlds first green PC for consumers * compared to a standard PC SCALEO Li 2405 green edition

10. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 10 Data Center and Infrastructure Complexity Explosion of Servers & Applications Web Architecture More servers More applications More users Client/Server Servers begin to proliferate Mainframe A few big servers Total number of servers installed increased by factor 100 in one decade Number of servers/processors per rack increased by factor 10 in ten years Power and thermal waste per server increased by factor 5 in ten years Future single cabinet is 20 kW = 3 fireplaces 1m² of floor space = 20 households in a year

11. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 11 Boost Energy Efficiency in IT Infrastructures  Increase use of energy efficient components  Reduce consumption through efficient systems  Usage of cooling optimized systems Optimize Infrastructures  Consolidation  Virtualization  Automation  Transition from a static to a dynamic IT environment Optimize Data Management  Information Lifecycle Management Boost Energy Efficiency in Cooling Infrastructures  Management of cooling airflow in racks / data centers 11 How to cope with the Green IT challenges?

12. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 12 Power optimized server PRIMERGY RX300 S3 23% CPU 22% PSU 18% HDD 11% Memory 14% Fan 11% MoBo 33% Energy saved 12% PSU 14% CPU 8% Memory 7% HDD 11% MoBo 14% Fan Standard system: (SPECint_rate_base 148) E5335 CPU, 8x 1GB RAM, 6x HDD 3,5“ 15K Energy optimized system: (SPECint_rate_base 148) L5335 CPU, 4x 2GB RAM, 6x HDD 2,5“ 10K Distribution of power consumption Using different components results in reduced energy and cooling costs. Increase use of energy efficient components

13. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 13 TX120 - The most energy efficient server Lowest energy consumption  163 Watts active power fully equipped  Latest Dual-Core Intel® Xeon® UP processor 3070/3040  Hot-plug 2.5-inch SAS HDD  Further power reduction possible (Celeron® processor with 35W) Lowest noise  28 decibels (dB) in idle mode  31 decibels (dB) in operation Smallest footprint  Compact chassis: 99 x 340 x 399 mm (WxHxD)  Tower server A real server  Raid1 & hot-plug HDD, ECC memory, Server processor, Server Operating System, full Server Management Reduce energy consumption through efficient systems

14. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 14 Boost Energy Efficiency in IT Infrastructures  Increase use of energy efficient components  Reduce consumption through efficient systems  Usage of cooling optimized systems Optimize Infrastructures  Consolidation  Virtualization  Automation  Transition from a static to a dynamic IT environment Optimize Data Management  Information Lifecycle Management Boost Energy Efficiency in Cooling Infrastructures  Management of cooling airflow in racks / data centers 14 How to cope with the Green IT challenges?

15. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 15 Gupta Exchange 2003 DHCP W2K App WebEx DB 2LinuxSiebel Web Sphere Oracle A Perfect Combination: Blades & Virtual Machines 0% 50% 100% Active Directory Web Server NT App Server Lotus Notes Server NT Domain Controller Proxy Server 100%50% 0%0% Proxy NT Domain Lotus Notes Active Directory NT App Server Virtualization

16. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 16 Monitoring and controlling server power ServerView power management Power monitoring Power control  On / off  Restart Power consumption control  Best performance  Lowest power Automation

17. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 17 Service-oriented Infrastructure – energy efficient consumption Service 1 Service 2Service 3 Integrated SOA Service Management Service 1 Service 2Service 3 Service 1 Service 2Service 3 SOA Service Management Dynamic Resource Management Dynamic Resource Management Dynamic Resource Management Compute Pool Storage Pool Network services Dynamic Data Center Compute Pool Storage Pool Network services Dynamic Data Center Service Level Management Integrated ISV SOA Platform

18. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 18 Flexible Energy Consumption through Dynamic IT Solutions (e.g. FlexFrame for Oracle) -70% Energy cost savings “FlexFrame for Oracle” (concrete customer scenario) All Oracle services are managed by the Control Center Servers are only switched on / off due to requirement to avoid energy waste (e.g. idle mode) Energy efficient N:1 redundancy concept Shared storage systems (higher disk utilization supports energy efficiency) Transition from a static to a dynamic IT environment A service oriented infrastructure significantly reduces energy consumption

19. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 19 Boost Energy Efficiency in IT Infrastructures  Increase use of energy efficient components  Reduce consumption through efficient systems  Usage of cooling optimized systems Optimize Infrastructures  Consolidation  Virtualization  Automation  Transition from a static to a dynamic IT environment Optimize Data Management  Information Lifecycle Management Boost Energy Efficiency in Cooling Infrastructures  Management of cooling airflow in racks / data centers 19 How to cope with the Green IT challenges?

20. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 20 Information Lifecycle Management (ILM) Mapping information to storage resources appropriate for its value  Mission critical data should be stored on the high performance and secure SAS disks  None critical data can be stored on the cheap and power efficient SATA disks  Tape is the most energy and cost efficient way to store data Systems FibreCAT SX - supports power-efficient SATA drives and uses long-lasting capacitor instead of batteries CentricStor – Virtual Tape Library  Dual target approach (disk and/or tape within one system)  Managed tape storage needs less power than comparable disk solutions Optimize Data Management

21. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 21 Tape consumes less energy than disk 193.464 €1.250.059 €List price 3.140 € 10,4 square feet 672 TB Tape library (1 LTO tape library, 4 LTO 3 FC tape drives, 683 LTO 3 cartridges) 81.334 €Energy costs 65,3 square feetFloor space 672 TBCapacity Disk storage system (15 disk controllers, 105 expansion units, SATA disks, 9 racks) SATA disk systems have nearly 26 times higher energy costs than tape systems SATA disk system acquisition cost are about 6.5 times the cost of tape systems The cost to power and cooling equipment must be part of the TCO CentricStor makes tape fit for ILM and allows dramatic energy savings

22. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 22 Storage giant from 1971 Werner Girbardt from the Ernst-Moritz-Arndt-University Greifswald, Germany displays an over 30 years old disk from Telefunken. The weight was 10 kg and the storage capacity was 2 MB. Newest disks today offer capacities up to 1 TB. (500.000 times as much)

23. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 23 New technology saves energy 4,2 TB** 14 SAS disks (300 GB) 4,5 TB** 6 SATA disks (750 GB) 4,1 TB* 56 FC disk (73 GB) Capacity 258,42 € 65,56 295 W 01.02.2006 FibreCAT SX80 (SATA) 583,42 €2.853,13 €Energy costs / year 158,57795Watt / TB 666 W3.257 WPower consumption 01.02.200601.3.2002Announced FibreCAT SX80 (SAS)FibreCAT S80 Save real money by using state of the art storage technology * max capacity **capacity to compare, max capacity 42TB(SATA)/16,8TB(SAS)

24. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 24 Boost Energy Efficiency in IT Infrastructures  Increase use of energy efficient components  Reduce consumption through efficient systems  Usage of cooling optimized systems Optimize Infrastructures  Consolidation  Virtualization  Automation  Transition from a static to a dynamic IT environment Optimize Data Management  Information Lifecycle Management Boost Energy Efficiency in Cooling Infrastructures  Management of cooling airflow in racks / data centers 24 How to cope with the Green IT challenges?

25. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 25 Energy efficient cooling The flexible and future-proven Cool-safe™ System design  Separate air tunnels  Automatic controlled large fans PRIMECENTER Liquid Cooling Rack – reliable and energy-efficient water-cooled rack solution for highest cooling requirements Optimize cooling infrastructure  Careful management of the air flow in racks and in the data center  Constant matching of the cooling system of current operating needs  Use of low-loss UPS systems

26. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 26 The mistakes people make Not using the On/Off switch Not implementing technologies to automate switching off unwanted systems Not fully decommissioning old machines Having separate development and testing systems Underutilisation of systems or full redundancy Bad airflow for cooling Leaving PC’s on over night “ready for the morning” Expanding on-line storage instead of offline backups – Lack of Information Lifecycle management

27. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 27 Cost / Benefit of Green IT Activities 1) Simplify data center cabling Virtualize and consolidate storage Upgrade power supplies Optimize data center cooling Implement PC and server power management Virtualize and consolidate servers Upgrade servers Implement thin-client systems Turn off unused equipment Improve data center airflow Green Contribution Resource intensity Low High 1) Forrester, Creating The Green IT Action Plan, Oct. 2007 Execute quick wins Improve efficiency of existing assets Revamp architecture and infrastructure

28. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 28 Fujitsu Siemens Computers’ environmental pioneering and social commitment has long tradition 1988: Taking back old IT equipment 1992: Guideline set for environmentally conscious design 1993: First ‘Green PC’ in the market 1994: First IT manufacturer to receive Blue Angel eco-label 2002: First ‘green’ mainboard 2005: Joining the U.N. Global Compact 2006: PRIMERGY - Intelligent Power Management 2007: First “Green Server” PRIMERGY TX120 2007: Energy Star 4.0 Compliance

29. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 29 “Greener Computing” Energy efficient IT systems Energy efficient IT solutions Energy efficient IT infrastructures For a better business For a better planet

30. Jürgen Heidegger Green IT © Fujitsu Siemens Computers 2008 All rights reserved 30 Thank you.