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GREEN IT:
COMPUTE MORE, CONSUME LESS
Frank Krieber
DELL CONFIDENTIAL
DELL‟S VISION FOR
A GREENER
PLANET
Become the ‘greenest’
technology company
on the planet
Unlock the power of Green
IT to deliver new
efficiencies and cost
savings for customers
Inspire the ReGeneration
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DELL CONFIDENTIAL
BECOMING THE „GREENEST‟
TECHNOLOGY COMPANY
By applying our “Reveal Your Hidden Data Center” approach, Dell IT has
saved over $29 million to date in energy savings and indefinitely
postponed the need to build a new data center
Dell’s packaging reduction plan will result in estimated savings of more than
$8 million, and eliminate approximately 20 million pounds of
packaging material
In 2007, Dell recovered 102 million pounds of IT equipment from
customers, a 20 percent increase over 2006
Dell is the only major computer manufacturer to
commit to being carbon neutral
Dell is committed to driving customer savings through the world’s most
energy-efficient computers
Dell is ranked No. 3 in the latest EPA Fortune 500 Green Power Challenge. Dell’s headquarters are 100% powered by green energy
4
DELL TAKES A LIFECYCLE
APPROACH TO GREEN
MANUFACTURING
& OPERATIONS
ASSET
RECOVERY &
RECYCLING
PRODUCT
CONCEPT
& DESIGN
CUSTOMER
EXPERIENCE
PRODUCT
CONCEPT &
DESIGN
MANUFACTURING
& OPERATIONS
CUSTOMER
EXPERIENCE
ASSET
RECOVERY &
RECYCLING
• Design out restricted materials
• Design for product energy efficiency, upgradeability and recyclability
• Incorporate Eco-label standards, engage in global standards
• Manage suppliers to design for the environment
• Minimize factory energy use, air emissions, water use and solid wastes
• Utilize recycled paper and other materials
• Purchase renewable energy, Offset as needed
• Focus on workplace health and safety
• Reduce transportation energy use
• Minimize product energy consumption
• Minimize packaging, Use recycled paper and packaging materials
• Provide customer carbon offset option for their IT equipment
• Provide product recovery programs globally
• Educate consumers
• Collect and recycle products worldwide
• Ensure integrity of recycling partners
5
DELL TAKES A LIFECYCLE
APPROACH TO GREEN
IT IS RESPONSIBLE FOR 2% OF THE
WORLD‟S CO2
EMISSIONS
Global Carbon Footprint GtCO2e
All Other Emissions Aviation Related Emissions ICT Related Emissions
Source: Gartner, Green IT – A New Industry Shockwave, December 2007
ICT = Information and Communications Technology
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PCS / MONITORS AND SERVERS
DOMINATE IT CO2 EMISSIONS
PCs &
Monitors40%
Servers23%
Printers6%
Mobile Telecom9%
Fixed Line Telecom
15%
LAN/Office Telecom
7%
ICT Related Carbon Footprint
2002
2007
2020
Global Footprint by ICT Subsector
Telecoms Data Centers PCs, peripherals, printers
7
Sources: Gartner, Green IT – A New Industry Shockwave, December 2007
“Smart 2020: Enabling the low carbon economy in the Information Age”, The Climate Group / GESI, June 2008
ICT = Information and Communications Technology
EFFICIENT USE OF IT SAVES MONEY
8
$1,770
$100
$31
$13
Virtualized vs. non-Virtualized PowerEdge 2950s
Energy Smart vs. Standard PowerEdge 1950 III
Energy Smart vs. Standard OptiPlex 960
Energy Smart vs. Standard Latitude E6500
Examples of Possible Annual Energy Savings from Energy Efficient Technology Usage
Sources: Dell Client Energy Savings Calculator & Dell Data Center Capacity Planner, December 2008, www.dell.com/energy
Competitive Power Savings with VMware Consolidation on the Dell PowerEdge 2950, Dell Tech Center, August 2007
Server examples reflect power requirements only; cooling is not considered and would be incremental.
COMPUTE MORE, CONSUME LESS
WITH DELL‟S GREEN IT PORTFOLIO
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END USER
COMPUTINGPLANT A TREE /
FOREST FOR ME
GREENPRINT
ADVISOR
GLOBAL
INFRASTRUCTURE
CONSULTING
SERVICES
DATA
CENTER
SOFTWARE
DATA
CENTER
HARDWARE
REGENERATION
SMART
PACKAGING
DATA CENTER
INFRASTRUCTURE
RECYCLING
& ASSET
RECOVERYGREEN
PROGRAMS
GREEN
IT
COMPUTE MORE,
CONSUME LESS
IN THE
DATA CENTER
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SIMPLIFIED POWER & COOLING TO
MAXIMIZE DATA CENTER
PRODUCTIVITY
ENERGY
EFFICIENT
COMPUTING
DATA CENTER ARCHITECTURE /
DESIGN / OPERATIONS
POWER &
COOLING INFRASTRUCTURE
INCREASE IT
EFFICIENCY &
PRODUCTIVITY
HIGHLY EFFICIENT
INFRASTRUCTURE
FOR HIGH
PERFORMANCE IT
DESIGN, ARCHITECT AND
OPERATE FOR
PRODUCTIVITY
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
0
500
1000
1500
2000
2500
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Pla
nn
ed P
roce
ssin
g D
eman
d
Tota
l Fac
ility
Po
wer
(kW
)
Data Center Facility Power & Processing Demand Over Time
Data Center Processing Requirements No Virtualization, 4½ Year Hardware Refresh
MANY DATA CENTERS WERE BUILT IN
~1999/2000 WITH AN EXPECTED
LIFESPAN OF 10 YEARS
Planned Data
Center Capacity
New Data Center
Required
Historical and Projected
Power Consumption
Source: Data Center Performance Estimation Tool, Dell Labs, November 2008
Estim
ate
d
DELL‟S POINT OF VIEW:
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Pe
rce
nta
ge o
f "U
sefu
l Wo
rk"
Percentage of Servers
Data Center "80-20 Rule"
14
PRODUCTIVITY OF ASSETS IS
INCONSISTENT
~26% of Servers are
doing 80% of the work
Source: 2008 Production Server Utilization Study, Dell Labs
MANAGING DATA CENTER
PRODUCTIVITY
Energy Efficient
Computing
• New equipment provide greater performance potential• 67% increase in performance / watt over 6 generations of PowerEdge 1U servers
• New equipment is more energy efficient• M-Series blade servers 19% more efficient vs. comparable HP blades
• Pervasive Energy Smart Technologies: low voltage processors, memory, other
components, power throttling, fan technologies
• Availability of up to 93% efficient PSUs; first 80PLUS Gold PSU
• 2.5” hard drives 50% more efficient than standard 3.5” drives
Data Center
Architecture /
Design /
Operations
• Raise data center temperature• Reduces energy consumption up to 13%
• Implement pervasive virtualization adoption rates and frequent system
refresh • Can reduce data center energy consumption and number of servers while raising
compute capacity
• Consolidate and remove underutilized equipment• Dell research indicates 26% of servers do 80% of the work in many typical data
centers; increasing IT utilization saves energy and increases productivity
• The “Reveal Your Hidden Data Center” approach can increase compute
capacity up to 270% with fewer servers and no change to power consumption
Power & Cooling
Infrastructure
• Upgrade power distribution equipment• Increase efficiency up to 27%
• Dell UPSs and PDUs enable power management and metering for increased control
over energy consumption
• Rethink cooling and airflow• Dell rack optimized for airflow and hot/cold aisle separation for maximum infrastructure
efficiency
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REVEAL
YOUR HIDDEN
DATA CENTER
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INCREASE COMPUTE CAPACITY UP TO
270% WITH FEWER SERVERS AND NO
CHANGE TO POWER CONSUMPTION
Source: Dell Data Center Infrastructure Group Technical Analysis, October 2008
0
200
400
600
800
1000
1200
0
2000
4000
6000
8000
10000
12000
Start Stage 1 Stage 2 Stage 3
#o
f Se
rve
rsTo
tal P
ow
er
Co
nsu
mp
tio
n (
kWs)
Esti
mat
ed
Pe
rfo
rman
ce
Revealing Your Hidden Data Center
Estimated Achieved Performance Servers Total Power Consumption
•Decommission Out-of-Use
Systems
•Virtualize / Consolidate
•Raise Temperature
•Utilize Containment
•Move Cooling Close to IT
•Refresh Legacy
Systems
•Fill Empty Space
with New Systems
Number of Servers Workloads Total Data Center Power Consumption
Consume Less in the Data Center: Implement Energy Efficient
Servers, Virtualization, and Best Practices
Baseline Optimized
REDUCE DATA CENTER POWER
CONSUMPTION UP TO 45%
No change39%
45%
TOC
Source: Based on Dell PS3 Data Center Study, Fall 2006 Actual results will vary. Each data center is different.
COMPUTE MORE,
CONSUME LESS
WITH
END USER
COMPUTING
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HIGHER PERFORMANCE, LESS
ENERGY
0.00
1.00
2.00
3.00
4.00
5.00
6.00
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
90.00
May-03 Jul-04 Jun-05 Jun-05 Feb-06 Sep-06 Oct-06 Sep-07 Sep-07
GX 270 GX 280 GX 620 GX 520 210L 745 740 755 755 Energy*
Sys
Ma
rk0
4 P
erf
orm
an
ce
pe
r W
att
An
nu
al
En
erg
y C
os
t ($
)
Annual Energy Costs @ $0.10/kWhr No PM
Annual Energy Costs @ $0.10/kWhr With PM
SysMark 04 Performance / Watt The OptiPlex 755 is “the
hybrid SUV of green PCs”
- PC Magazine, 3/2008
DELL END USER COMPUTING
SOLUTIONS ARE GREEN BY DESIGN
Latitude OptiPlex
Minimize Energy • Dell ControlPoint™ enhanced
power management
• Inverted motherboard design
• Backlit LED panels
• Ultra low voltage processors on
Latitude E4200
• EPEAT Gold and Energy Star 5.0
certified hardware
• Dell Energy Smart™ Power
Management Settings
• Thermally efficient BTX chassis
• Advanced energy-efficient CPU
• Up to 88% efficient power supplies
• Remote Power Settings
Management
• EPEAT Gold and Energy Star 5.0
certified hardware
Environmentally
Preferable Materials
• RoHS 1.0/2.0* compliant
• EPEAT Gold or Silver
• Latitude E4200 goes beyond:
• 80% halogen-reduced
• Mercury free
• Worldwide RoHS Compliance
• Regional Eco-Labels
• EPEAT Gold or Silver
Minimize Waste • Packaging up to 90% recyclable and plastics labeled
• Optional Multi-packs
• Optional Asset Recovery services
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RENEW THE WORLD WITH DELL‟S
GREEN PROGRAMS
REDUCE
RECYCLE
RENEW
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REDUCE
PACKAGING
SMART PACKAGING: GOOD FOR YOU,
GOOD FOR THE ENVIRONMENT
IMPROVED
CUSTOMER
EXPERIENCE
REDUCED
USE OF
MATERIALS
INCREASED USE
OF RECYCLED,
ECO-FRIENDLY
MATERIALS
24
Box-to-rack time 14 minutes 3 hours, 13 minutes 1 hour, 56 minutes
Assembly needed?
Each blade fully assembled & Factory Tested
Install CPU, memory, and hard disk in each blade
Install CPU, memory, and hard disk in each blade
Number of boxes 1 78 62
Dell PowerEdge M1000e
Blade System 16 blades
HP BladeSystem c-Class
16 blades
IBM BladeCenter H
14 blades
25
POWEREDGE M-SERIES BLADE
SERVERS: FAST TO DEPLOY, LESS
PACKAGING
Source: Dell commissioned Principled Technologies report “Out of Box Comparison of Dell, HP, and IBM Blade Servers”, December 2007
MULTIPACK - OPTIPLEX
Chassis Qty. / MPBoxes / Pallet
(48” x 40”)Box O.D. (in.) Weight (lb.)
OptiPlex (SFF)
48 (32 Units)
*Double-Stack = 64*23.63” x 19.68” x 21.50” 75.5
• Bottom foam / units face down
• Option box filled / added • 2-Person Lift / Hand-truck
• Top foam added •Tray – AC / Cable Cover
• Keyboard cavity
What is Multipack? Multiple products in a single box, reduced packaging,
reduced documentation, cables, etc. to fit customer needs
26
MULTIPACK HELPS REDUCE PACKAGING,
IMPROVE DEPLOYMENT AND REDUCE
ENVIRONMENTAL IMPACT
WHAT IS MUTLIPACK?
• Multiple products in a single box
• Reduced / reusable packaging
• Reduced documentation, cables, etc. to fit customer needs
27
Before Multipack:
16 1U servers on two pallets
With Multipack:
16 1U servers in 1 pallet space
TOC
RENEW THE
ENVIRONMENT WITH
CARBON
OFFSETS
OFFSET THE CO2
EMISSIONS OF
YOUR IT EQUIPMENT
100% of contributions go toward tree-planting efforts
Dell partners with The Conservation Fund and Carbonfund.org to
plant trees in sustainably managed reforestation projects
PLANT A FOREST FOR ME
Globally available Send inquiry to [email protected]
PLANT A TREE FOR ME Consumers: US, Canada, EMEA
Commercial customers: US
other regions coming soon
Together we will make a world of difference.
JOIN WITH OTHERS TO
RENEW THE
PLANET
The Dell Greenprint Advisor is an online resource for organizations providing:
– Overall organizational green rating and summary results
– Review of answers provided with a green rating for each
– Recommendations for next green steps
www.dell.com/greenprint
LEARN MORE WAYS YOUR
ORGANIZATION CAN GO GREEN WITH
THE DELL GREENPRINT ADVISOR
DELL ASPIRES TO BE THE GREENEST
TECHNOLOGY COMPANY ON THE PLANET
www.dell.com/earth
DELL‟S ANNUAL SUSTAINABILITY REPORT
HIGHLIGHTS OUR HISTORY OF ENVIRONMENTAL
RESPONSIBILITY, INDUSTRY RECOGNITION,
GOALS, AND RESULTS
Sustainability Report
Energy Star 5.0 compliance
green desktops
green notebooks
green servers
green virtualization servers
cool technology
power calculators
ECO-FRIENDLY -
TOOLS AND TECHNOLOGY
SUGGESTED WEB TOOLS –
GREEN NOW AND IN THE FUTURE
Calculate Your Carbon Footprint
Choose the Right Light Bulbs
Dell Energy Calculator
Energy Efficiency Quiz and Pledge
Measure Your Recycling Impact
Paper Calculator
Personal Conservation Plan
Plant a Tree for Me
Plant a Forrest for Me
35
DELL CONFIDENTIAL 36
THANK YOU