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Datacenter management is a complex task at the best of times. Ensuring all the systems are performing to the desired service levels while being secure, available and reliable has required IT to focus on the primary concerns of providing powerful systems to meet the anticipated demand. More recently, issues of power and cooling began to surface as concerns from end users, driven largely by a desire to be seen as environmentally aware. This prompted hardware vendors to start engineering more power-efficient systems, many of which entered the market just before or during the global financial crisis. As a result, plans to procure the more environmentally efficient systems were delayed. Now that business in Asia

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is once again growing, the time is ripe for IT management in the region to address this issue.

Regardless of the process—gradual improvement or radical upgrade—Asia/Pacific organizations do appear to be slower than their European or US counterparts in the adoption of more power-efficient systems, but this needs to change. IT efficiency can cover many areas; from the improvement of management processes that reduce time to deploy patches and upgrades, to more power-efficient systems and architectures that reduce operational costs by consuming less power. These concerns may seem peripheral to the core of datacenter management, but the importance of these issues, and the negative impact of doing nothing, increases over time.

This second issue of the IDC Intelligent Business newsletter, sponsored by Dell, will focus on the issues related to power efficiency and strategies for optimizing datacenter energy consumption.

www.dell.com/learn

Intelligent BusinessThe smart way to grow your business

Performance economics emerge as a new concern

The power of efficiency

02 Q&A:

Optimizing

operational strategy

with datacenter

efficiencies

07 Feature:

Achieving

high IT efficiency

09Case study:

Hankook Research

raises staff productivity,

lowers costs using high-

efficiency Dell solution

05Topline:

Measuring

power efficiency as

a first step to staying

relevant

2 JAnuARy 2011

Intelligent Business Issue 2

Q&AIDC Analyst Connectionwith Simon PiffDirector, Enterprise Infrastructure Research, IDC Asia/Pacific

Optimizing operational strategy with datacenter efficiencies In a recent study, IDC highlighted electrical power as the most significant operational cost incurred when running a datacenter. This is true across datacenters of all sizes, from a typical small business “server room” right up to an enterprise-class datacenter. Greater efficiencies within a business leads to better business performance, improved revenues, reduced costs and ultimately, increased profits – the primary goal for all commercial organizations. Even non-commercial organizations need to drive efficiency of one form or another. This is because while they may not be focused on profit generation, they also do not benefit from unlimited funding. Hence, regardless of the type of organization, efficiency plays a large part in the operational strategy.

When the datacenter is not designed to be fuel efficient, the usage will escalate and affect the operational outlay.

The following questions were posed by Dell to Simon Piff, Director, Enterprise Infrastructure Research, on behalf of Dell’s customers.

Why is the power consumption of datacenters a growing issue?

In recent years, it has emerged that the power consumption of datacenters is

becoming one of the bigger issues facing not just IT management, but the business in totality. With rising oil prices contributing to rising power costs and the growth of computing requirements expanding the power demands of an organization, it has become apparent in the past

few years that efficiency within a datacenter is not just about the design of the datacenter, but also about the engineering design of the servers, storage and networking hardware residing within a datacenter. When the datacenter and hardware are not designed to be fuel efficient, the usage, and hence cost of electrical power—especially for cooling—will quickly escalate and affect the organization’s operational outlay and growth potential.

What are the factors contributing to the growth in the cost of powering a datacenter today?

Datacenters are evolutionary environments where change occurs gradually. It is rare to

hear of anyone ever ripping out an entire datacenter to replace it with more updated equipment or a new architecture all at once. A major overhaul generally takes place over an extended period of time – sometimes, leading into years. The issue with this evolutionary approach is that older datacenter architectures were not designed with the understanding of the current technology available.

Five years ago, highly consolidated and virtualized servers were not the accepted standard. Each application stood on its own dedicated server, generally with its own dedicated storage, with both components configured for their highest anticipated performance characteristics. This inevitably led to wastage. Wasted compute power within server that were configured, for example, for a month-end run on the financial application that typically operated at much lower intensity levels for three weeks out of four. Wasted

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Q&A

Closer examinations of many datacenters or server room temperatures showed that the overall temperature is being kept at a lower level than is actually required.

storage space created during the disk allocation process whereby applications had the anticipated storage dedicated to them, locking out the use of that part of the disk system from any other application. This is regardless of whether or not the application could or would use the dedicated storage space. This wastage is further compounded by the fact that under-utilized disks were constantly spinning (i.e. consuming electricity) even if there was no data transfer taking place.

As the industry began to become aware of the issues around power consumption of under-utilized assets, and the growing concerns of end users regarding the cost of that power consumption, things began to change.

What can organizations do with existing datacenters to address these issues?

As mentioned earlier, it is rare to hear of total “rip and replace” projects for

datacenters that need to be updated. However, there are smart steps any IT manager can take to begin reducing their power consumption requirements:

Balance the load. Develop a process to monitor and then map the utilization levels of specific servers/systems over a period of time. This will illustrate to the IT management what and where the peak loads are and the corresponding computing requirements for these systems. Armed with this most basic of information, it becomes possible for IT management to simply tweak the management of their systems and load-balance computing demands as and when they occur. If the underlying platform is already virtualized, then this process is much easier to manage and execute.

Move data accordingly. Developing a multi-tier storage infrastructure coupled with a smart information management lifecycle strategy will permit end users to ensure that only the relevant and most valuable data resides on fast-spinning disks (which are inherently more expensive) and automate, through policies, the movement of data to slower spinning, higher density disks (less expensive).

Adjust the thermostat. Closer examinations of many datacenters or server room temperatures showed that the overall temperature is being kept at a lower level than is actually required. This causes unnecessary power consumption and expenditure in terms of cooling.

Plan and update. Critically, all organizations need to develop at least a five-year IT strategy and understand that this will be a living document that constantly changes as new technologies emerge to become mainstream. While this may sound like a redundant process, the fact is that without such a plan of record now, the likelihood of correct decisions being made for the future will be very slim. Even if the plan is not implemented in full, the act of planning (and constantly refreshing that plan) ensures that IT decisions are most likely being made for strategic, not tactical reasons.

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Intelligent Business Issue 2

Q&A

Analyst bioSimon Piff has more than 17 years of regional experience in the IT industry, serving in various sales and marketing management roles for hardware, software, services and online businesses. As Director for IDC’s Asia/Pacific Enterprise Infrastructure Research Practice, Simon is responsible for the execution and delivery of the program in the Asia/Pacific region focused on providing advice around the technologies that define enterprise infrastructure: servers, storage, networking and infrastructure software and areas such as security, private cloud and virtualization. Simon can be contacted at spiff@idc.com

Looking to the future, what advice can you offer to help organizations mitigate the issues of power

consumption and heat dissipation?

Server technology has evolved rapidly in the past few years, as has storage and

networking. Improved hardware engineering has also reduced the overall power consumption requirements of many servers in the market. Similarly, hard disk systems have also undergone a change that contributes to the overall reductions in the power consumed by these machines for any specific workload. These factors provide opportunities for organizations to:

Select optimized hardware design features. Combining these design features into any future application or infrastructure roll out, and leveraging technologies such as server virtualization and thin provisioning within the storage framework will help reduce the overall power consumption requirements without negatively impacting either compute or storage capacity of the overall system.

Balance heating effects and cooling requirements. Datacenter design is also changing to address these concerns. Design that takes into account “hot rows” – server racks that operate at higher temperatures because they are in greater demand than others, can easily be situated next to a “cool row”, thereby balancing the overall heating effect of the systems and reducing the overall cooling requirement.

understand system characteristics thoroughly. However, in order to achieve this level of design competence, a deep understanding of the systems within the datacenter and their unique performance characteristics is required. It is only with this information that intelligent decisions can be made on how to load-balance effectively, manage hot and cool rows, identify the best and most logical candidates for virtualization and as a result, pinpoint applications that can share a common infrastructure. It is also critical to be aware that technology has changed, and the rules which governed how a five year-old datacenter was built are mostly outdated and no longer relevant today.

When should organizations begin their optimization journey?

Optimization is about becoming efficient. All organizations should constantly strive for

greater efficiencies in order to be more effective —more profitable for commercial organizations and more valuable for non-profit organizations— so, the short answer is “as soon as possible”. The following broad steps are recommended:

Identify opportunities for optimization. Systems are constantly changing in one form or another and so understanding where the opportunities for optimization lie within a datacenter is the first step. A thorough understanding of the overall system and its interdependencies is required, and this includes having a robust set of management tools that can probe, identify and help map the system and thereby, provide IT management with options and opportunities to improve.

Incremental changes to systems can kickstart optimization. Armed with the knowledge of what could be done, it is down to the IT management team to figure out when and how optimization can be driven into the systems. Any new application being provisioned provides an opportunity to begin this optimization since it will require storage and integration into the network. It is largely unfeasible to rip and replace and entire datacenter, but incremental changes that are architected to a larger plan, be it within the network, storage or server infrastructure will help organizations get onto the path.

Acquisition of new servers, laptops and PCs. New server acquisitions are easy places to start since it provides the ability to acquire more power-efficient systems and storage. However, servers are generally replaced less frequently than laptops and PCs, so, depending on the organization, it may make more sense to start at the other end of the equation with greater desktop efficiencies, driven by a robust desktop management policy.

Ultimately, the goal is to achieve the highest possible levels of energy, operational and systems management efficiencies. While all organizations have different needs, all will have the same basic requirement – the need to understand the systems, what the potential improvements to efficiency are, and from there, a long-term plan to achieve optimization can then be formulated.

5 JAnuARy 2011

Intelligent Business Issue 2

The power blindspot

With power and cooling costs becoming a significant portion of the overall cost of running a datacenter, it would seem logical that end users take a keener focus on the need to reduce this part of the overall expense line. This would clearly be of greater interest to those organizations that host their own datacenter, and it is also a problem that grows with scale. However, IDC primary research conducted earlier in 2010 indicated that, while the concept of more efficient technology would seem of great interest to end users, this interest is largely peripheral and not yet a fully integrated component of the overall IT strategy.

Correspondingly, there is a demand for more effective management systems that can assist in the transition from traditional siloed application and servers to the more prevalent virtual environments. Critical to the overall success of such projects is the need to understand the power consumption attributes of different components of the overall virtual platform, along with the workloads and how increased workloads impact energy consumption, in order to assist in the design of more power-efficient systems.

There is a growing trend amongst hardware vendors to focus on the power efficiencies of their hardware across servers, storage and networking equipment. Much effort is being invested to ensure vastly improved efficiencies in terms of power consumption. However, end users across the Asia/Pacific region appear to be missing the key messages that vendors are delivering.

APAC users have not reached a consensus

In a study conducted by IDC in 2010, end users were posed a number of questions regarding datacenter plans for 2010 and specifically, about their attitudes towards more efficient power usage in the datacenter.

What emerged from the survey was that there was no general consensus across any country in the region around attitudes towards energy efficiency and even less when it came to how that energy consumption impacted the carbon footprint of an organization. This was best illustrated by the response to a question about how energy efficiency of datacenters and servers was measured (Figure 1).

Measuring power efficiency as a first step to staying relevant

n = 1,718 Source: IDC Asia/Pacific Continuum Study, 2010

Abbreviations for chartPower Usage Effectiveness (PUE) from the Green GridData Center Efficiency (DCiE) from the Green GridData Center Energy Efficiency and Productivity (DC-EEP) Index from the Uptime InstituteIT Productivity Per Embedded Watt (IT-PEW) from the Uptime InstituteSite Infrastructure Energy Efficiency Ratio (SI-EER) from the Uptime InstituteEU Code of best practice for datacentersStandard Performance Evaluation Corporation (SPEC)

FIGURE 1

Q: Which of the following metrics do you use to measure the energy efficiency of your datacenter and/or servers?

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IDC identified seven different metrics for measuring the efficiency of a datacenter with regards to power consumption and yet, none of these metrics had more than 15% penetration. Indeed, 38% of the 1,718 respondents across the APEJ (Asia Pacific excluding Japan) region responded that they either did not measure power efficiency or did not know if power efficiency was being measured.

This lack of common understanding and the shortage of focus are areas that IT management will need to address soon in order to avoid it becoming a major issue for IT management and specifically, for the funding of IT projects in the near future.

Can internal IT stay relevant?

Clearly, IT needs to re-examine some of these issues or risk becoming disintermediated by the upcoming cloud computing vendors. For example, in today’s hosted environments, the costs associated with power and cooling are simply embedded within the overall fees a hoster bills its clients. Since these contracts do not change drastically from month to month, a hoster will most likely be on top of their power consumption issues, as it directly maps to their bottom line and their profitability.

This is not the same as self-hosted datacenters. Here, while the issue of availability and security are not dissimilar to the hosters, the issue of a “profitable datacenter business model” is not fully accepted, understood nor planned for. The concern therefore is that in-house datacenters are gradually becoming less efficient in terms of power consumption and will eventually price themselves out of the market.

Tools exist today that can help CIOs better understand the issues of power consumption within the datacenter, and clearly, the hardware vendors have already identified this as an issue for the future and are engineering solutions into their offerings today. What is missing is the right motivation for the IT management to address this, which leads to a more fundamental underlying issue that is being experienced across the APEJ markets – that IT is simply not as responsive to the needs of the business in a timeframe that the business finds acceptable.

Granted, IT is becoming a much more complex environment, and recent changes in architectures to a more virtualized world

is a radical shift from what many CIOs have been used to in the past. But such is the nature of IT. The real issue at hand is how IT can evolve at a faster rate than currently to address both the internal systems management issues, and also embrace much of the newer technologies and architectures that are emerging at a phenomenally fast pace.

This may be an extreme view, but CIOs now need to embrace the issue of power consumption in order to ensure that the CFO does not feel it is necessary to run any cost/benefit analysis in comparison to the upcoming cloud players who will continue to grow and dominate the market.

The real issue at hand is how IT can evolve at a faster rate than currently to address both the internal systems management issues, and also embrace much of the newer technologies and architectures that are emerging at a phenomenally fast pace.

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Like their Big Business counterparts, small and medium businesses* around the world are looking for technology solutions that deliver high performance, greater reliability, more security, and lower operating costs. In other words, they want highly efficient IT systems, systems that allow them to spend more time growing their business and less time managing technology.

There are two fundamental ways to improve IT efficiency: bump up infrastructure efficiency, and increase IT productivity.

For IT infrastructure, one widely used way of measuring efficiency is to gauge how the infrastructure uses the power flowing into it. But while power efficiency is important, businesses must shift their focus from power consumption to the overall productivity of their IT environments. A more useful measure of IT infrastructure effectiveness is performance per watt, which captures not only power efficiency, but also the effectiveness of computing resources in doing actual work.

Improving the core

To make IT infrastructure more efficient, businesses have to first overcome inefficiency at its core: the servers. Although the compute power of every generation of servers is much higher than previous generations, the actual utilization of each subsequent generation of servers has decreased, according to a production server utilization study conducted by Dell Labs. This is a huge opportunity lost.

Becoming highly IT efficient is not as difficult as it seems. By using the right assets, deploying appropriate policies and leveraging the correct software tools, organizations can get more value out of their investments while lowering the administrative burden.

The same study found that the lion’s share of actual work is handled only by a small proportion of the servers. This scenario leaves an extraordinary amount of server capacity virtually unused, and therefore wasted. These under-utilized servers deliver very low performance per watt.

Virtualization is one of the most effective policies businesses can adopt to improve utilization and boost overall IT efficiency. It also offers a huge net reduction in power consumption, enabling businesses to increase performance per watt.

Another way to improve infrastructure efficiency is to refresh server hardware regularly, taking care to decommission old equipment so as to reduce operating and capital expenses. This way, businesses can meet increasing demand for compute power year-over-year without adding to the power requirements or floorspace. A refresh cycle of three years is recommended. However, even businesses that have slightly longer refresh cycles can benefit from performance improvements through hardware updates.

As mentioned above, another way to boost IT efficiency is to increase IT productivity. In many organizations, far too many man-hours are spent on systems management. For servers alone, systems management tasks include setting up new servers, installing operating systems and applications, monitoring and keeping them up to date, and maintaining them. In a typical IT environment, there are many more components to manage: hypervisors, storage devices, networks, and so on. Using the correct software tools, enterprises can automate and speed up systems management procedures, thus increasing IT productivity.

Achieving high IT efficiency

Virtualization is one of the most effective policies businesses can adopt to improve utilization and boost overall IT efficiency.

* The typical small or medium-sized business has fewer than 500 employees.

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Designing for efficiency

To help organizations (including small and medium businesses) become more IT efficient, Dell has designed and engineered its 11th-generation PowerEdge servers such that they improve both infrastructure efficiency and IT productivity.

Featuring the breakthrough system-level Dell Energy Smart design, the servers incorporate multiple engineering enhancements over previous generations, including increased venting and airflow, low-flow fan algorithms, high-efficiency voltage regulators, and enhanced resource management. The design helps lower overall power consumption and optimize performance per watt. As a whole, Energy Smart system design enhancements can help reduce system power consumption substantially when compared with previous-generation PowerEdge servers.

The system-level design is complemented by other Energy Smart technologies, including:

Energy Smart power supplies (PSus)Over-provisioned, inefficient server PSUs that draw more power than necessary are commonly used. Engineered for high efficiency and right-sized for typical environments, Dell Energy Smart PSUs help to immediately lower energy requirements at the server level.

Dell Active Power ControllerThe DAPC is an OS-independent processor power manager designed to maximize performance per watt starting from the moment the server is powered up. By monitoring the processor and lowering system-level power draw at times of low utilization, it can help reduce system power consumption considerably when compared with OS power management alone.

Energy Smart power managementIntelligent Dell Energy Smart management includes features such as power capping, advanced power policies, power scheduling, and device disablement. Power capping allows administrators to define specific power limits to aid power management, after which system-level controls can monitor actual system energy use to help maintain power consumption below this threshold.

Easing systems management

To make it easy for businesses to set up, monitor, and maintain the new PowerEdge

servers, Dell has incorporated advanced systems management technologies into them. One of these, the Integrated Dell Remote Access Controller (iDRAC), forms the basis for a Unified Server Configurator which provides a single access point and interface for performing comprehensive platform updates, hardware configuration, OS deployments, and system diagnostics.

Because the USC is available even when the OS is not, it helps add flexibility when provisioning servers and customizing them to meet specific needs. In addition, because the tool is integrated and embedded in the server, formatting the disk or reinstalling the OS does not remove the tool, helping save the costs and time associated with reinstalling system tools.

Also included in the new servers is the Lifecycle Controller, a flash chip embedded in the system itself that provides persistent storage for systems management components, including system BIOS, firmware, drivers, and Dell OpenManage tools. Administrators can access these components through the Unified Server Configurator interface, which is stored on the Lifecycle Controller.

Other Dell tools that can help boost IT efficiency are: Dell Advanced Infrastructure Manager, an infrastructure management and provisioning software solution that helps administrators to simplify the management of heterogeneous hypervisors, servers, storage devices and networks; and Dell VIS Self-Service Creator, an automated self-service tool that lets authorized users deploy and monitor resources while enabling the IT function to improve response time and control.

Contributed by Soum Mukherjee, Director, Enterprise Solutions, Asia Pacific Japan, Dell.

Featuring the breakthrough system-level Dell Energy Smart design, the servers enhancements can help reduce system power con-sumption substantially when compared with previous- generation PowerEdge servers.

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Intelligent Business Issue 2

Korea’s largest independent full-service market research company, Hankook Research employs professionals from a wide range of backgrounds including psychology, anthropology, and economics. Together, these professionals develop and implement new research techniques for a diverse client base. Services include research design, Web surveys, analysis, and reporting. Established in 1978 and with a staff strength of about 200, the company is headquartered in Seoul, with satellite offices in the cities of Busan, Daegu, Gwanju and Daejeon. Performance and efficiency at top of wish list

For its IT needs, Hankook Research was using standalone servers with direct-

attached storage and wanted to replace these with a new high-efficiency, stable server infrastructure and network.

Ji Young Lee, Vice Chief Director, Hankook Research, evaluated several solution providers including Dell and HP. Eventually Dell won the deal because it offered a better overall value and systems that exceeded the firm’s performance and efficiency goals.

“In our six years of working with Dell, we have been able to increase system performance and efficiency, and we like the transparency and simplicity of Dell’s communications and purchasing processes. Dell has the breadth and depth of experience to support businesses in a variety of sectors and market conditions, and to deliver comprehensive solutions that meet a broad range of business goals,” says Young Lee.

Comprehensive Dell solution

Dell designed a solution for Hankook Research based on Dell PowerEdge R710 servers. Designed to minimize power and cooling costs, the servers come with a built-in AC power meter and ambient temperature monitor, both of which can be viewed on an interactive LCD integrated into the server. The Dell PowerEdge servers are complemented by a Dell EqualLogic storage area network (SAN).

To be able to meet their business objectives, enterprises today need to provide their knowledge workers with useful, actionable data. To tap the potential of their talent to the fullest, such data has to be provided swiftly by stable, highly available IT systems. Such was the objective of Hankook Research when it performed an IT infrastructure refresh several years ago.

Hankook Research raises staff productivity, lowers costs using high-efficiency Dell solution

Customer profileCountry: KoreaIndustry: Market reaserchFounded: 1978Number of Employees: 200

www.hrc.co.kr

ChallengeHankook Research wanted an IT infrastructure that was more reliable, more coherent and more robust than the standalone servers and direct-attached storage assets it was using.

SolutionImplementing a solution based on Dell PowerEdge servers and a Dell EqualLogic SAN enabled Hankook Research to become more efficient, improve customer service, lower energy costs and reduce the IT management burden.

“Dell has the breadth and depth of experience to support businesses in a variety of sectors and market conditions, and to deliver comprehensive solutions that meet a broad range of business goals.”Ji Young Lee, Vice Chief Director, Hankook ResearchC

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Intelligent Business Issue 2

“Dell consultants conducted a detailed assessment of our servers, storage and networks before designing a solution in line with our business needs. They also gave us a roadmap that looks at long-term options for disaster recovery and a high availability server infrastructure,” says Young Lee.

Dell Global Infrastructure Consulting Services (ProConsult) worked with the Hankook Research IT team to deploy the infrastructure. Dell also provided training on server and storage management.

Wide range of benefits

Since deploying the Dell solution, Hankook Research has seen an increase in system performance and stability. As a result, the company’s staff can now deliver customer services such as Web surveys more quickly than before. This, in turn, has resulted in increased sales for Hankook Research.

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Solution set• Dell PowerEdge R710

servers • Dell EqualLogic PS6000XV

SAN• Dell ProConsult• Dell ProSupport• Oracle Standard Edition

Benefits• Higher system

performance and stability• Faster delivery of services

to customers, resulting in increased sales

• Energy costs reduced by about 20 percent

• Storage management time reduced by almost a third

In addition, energy costs have fallen by approximately 20 percent, thanks to the Energy Smart technologies built into the Dell PowerEdge servers. The technologies, which optimally balance power consumption and performance, include efficient power-supply units and policy-driven power and thermal management.

As for storage, Hankook Research now has an easy-to-manage SAN with enhanced data protection. “Dell EqualLogic storage gives us a single interface for maintenance and point-in-time backups without the purchase of additional software. It was also very easy to deploy. Overall, we’ve reduced management time by approximately 30 percent,” says Young Lee.

To protect its new infrastructure, the company depends on Dell ProSupport, choosing a service option that guarantees four-hour on-site response time.

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“Dell EqualLogic storage gives us a single interface for maintenanceand point-in-time backups without the purchase of additionalsoftware. Overall, we’ve reduced management time by approximately 30 percent.”Ji Young Lee, Vice Chief Director, Hankook Research