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Team Name: Ecotechies Institute: Indian Institute of Management, Ahmedabad Team Members & Contact Details Member 1: Abhiram G Nair Email: 7abhiramg@iimahd.ernet.in Phone: 079-66327826 Member 2: Suresh K Email: 7sureshk@iimahd.ernet.in Phone: 079-66326501
Table of Contents 1 2 3 4 5 6 7 8 9 10 11 12 Abstract. 3 Introduction... 4 Market for Green IT.. 5 Developing Green IT management strategy. Opportunity for IT services providers.. 5 6
Potential clients. 6 Green IT services needed by the clients... Ways of providing Green IT solutions. 7 9
References. 20
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Abstract Enterprises around the world are looking at implementing green IT strategies to improve their energy savings and reduce their carbon emission footprint. The main drivers for enterprises to adopt environmentally sustainable practices are cost savings imperatives, corporate green initiatives, technology refresh opportunities, impending regulations by the government and increasing social pressures. This thrust towards implementing a green IT strategy by enterprises offers a golden opportunity for IT consulting firms. According to a report by Forrester Research, the Green IT services market is projected to grow from USD 500 million in 2008 to USD 4.8 billion in 2013 with an average annual growth rate of 60%. In this article we attempt to find out the potential clients and early adopters of green IT solutions, the green IT services that will be needed by these clients and the different strategies that IT services providers can use to adapt their service delivery to the clients needs. Based on our research we found that the early adopters of green IT solutions would be government agencies, energy and resources companies, IT sensitive sectors, big consumer brands and retailers. The green IT services that will be needed by the potential clients will vary from IT infrastructure and data-center management solutions to solutions that enable IT to support greener business practices in all aspects of a clients business such as supply chain management and building\facility management. Therefore as the market for green IT grows, the best positioned IT services providers will be the ones that provide a holistic set of green IT solutions that address the efficiency and environmental impact of all the aspects of a clients business. In the end we provide a set of conclusions and recommendations to help green IT consultants make most of this business opportunity.
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Introduction: Green IT The term Green IT refers to the efforts that are directed towards reducing the impact of greenhouse gases and energy consumption as a result of ever expanding use of Information Technology. The ICT sector contributes to about 2% of the global emissions1. The estimated distribution of global Carbon Dioxide emissions from ICT is shown in Exhibit 1. The concept has gained importance recently as more companies have become hugely dependant on IT systems, for their operations as well as to increase the productivity, thereby pushing up the demand for power. The main drivers for enterprises to adopt green IT practices include: a. Cost savings imperatives b. Corporate green initiatives c. Technology refresh opportunities d. Impending regulations by government e. Increasing social pressures Although the concept would gain much wider recognition in the next decade when the Kyoto Protocol expires, the IT services providers are trying to get into the act as early as possible to gain competitive advantage. New technologies and solutions are being developed to meet the demands of the industry. This has given rise to a market called as Green IT Services which could be defined as: Services, products or processes that help enterprises increase the efficiency of their computing resources thereby reducing the environmental impact. The services include assessing, planning, and implementing initiatives that make the procurement, operation, and disposal of IT assets more environmentally responsible.
Simon Mingay. Green IT: A New Industry Shock Wave. Retrieved October 30, 2008 from http://nl.sun.com/oversun/evenementen/superpowered/Gartner_on_Green_IT.pdf
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Mid-term issues Green IT procurement, Environmental labeling, Encouraging behavioral change (e.g. turning off machines when not in use) and Video-conferencing. Long-term issues Carbon offsetting, Heat recycling, Software efficiency, Green building design and Green legislation. Opportunity for IT services providers The rapid growth in the market for green IT services provides an attractive opportunity for IT services providers as most of the companies planning to implement green IT practices do not have the in-house capability to assess, plan and implement an efficient green IT strategy. The IT services providers should find out about the potential clients and the services that will be needed by these clients so that they can adapt their service delivery to the clients needs and exploit the opportunities provided by green IT. Potential clients It is difficult to predict the potential clients as the green IT concept is still in its emergent stage. However the interviews conducted by the Forrester Research with various vendors indicate that some of the early adopters of the green IT could be:1) Government agencies: - Government agencies are one of the largest users of IT services in the world. Hundreds of thousands of government employees use computers to do
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Exhibits Exhibit 1: Estimated distribution of global Carbon Dioxide emissions from ICT
Extracted from: Gartner Research, 2007. Conceptualizing 'Green' IT and Data Center Power and Cooling Issues.
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Extracted from: Forrester Research, 2008. The Dawn of Green IT Services: A Market Overview of Sustainability Consulting for IT Organizations.
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Extracted from: Gartner Research, 2007. Conceptualizing 'Green' IT and Data Center Power and Cooling Issues.
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Extracted from: Forrester Research, 2008. The Dawn of Green IT Services: A Market Overview of Sustainability Consulting for IT Organizations.
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Extracted from: Forrester Research, 2008. The Dawn of Green IT Services: A Market Overview of Sustainability Consulting for IT Organizations.
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Extracted from: Forrester Research, 2008. The Dawn of Green IT Services: A Market Overview of Sustainability Consulting for IT Organizations.
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Extracted from: Forrester Research, 2008. The Dawn of Green IT Services: A Market Overview of Sustainability Consulting for IT Organizations.
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References: 1. Christopher Mines. Forrester Research, Inc. March 2008. The Dawn of Green IT Services: A Market Overview of Sustainability Consulting for IT Organizations. Retrieved October 27, 2008 from http://www.accenture.com/NR/rdonlyres/24ABF590558E-42E6-B78B-143AFCF81A23/0/TheDawnOfGreenITServices.pdf 2. Climate Change Action Programme. Green IT Progress Report No. 1. Retrieved October 30, 2008 from http://www.derby.gov.uk/NR/rdonlyres/4DBCF185-7391-4FEFA11E-CB27B2588B32/0/GreenITProgressReport1.pdf 3. EMA White Paper. Going Green: A Strategic Guide to Green IT Management (Sep 2008). Retrieved October 30, 2008 from http://ca.com/files/IndustryAnalystReports/going_green_a_strategic_guide.pdf 4. EMC Green IT Services. Build a greener, more efficient IT infrastructure. Retrieved October 30, 2008 from http://www.emc.com/collateral/services/consulting/h2513-energyefficiency-ss.pdf 5. Rakesh Kumar & Lars Mieritz. Gartner Research. 2007. Conceptualizing 'Green' IT and Data Center Power and Cooling Issues. Retrieved October 30, 2008 from http://www.scribd.com/doc/3252810/Gartner-Group-Conceptualizing-Green-IT 6. Simon Mingay. Gartner Research. 2007. 10 Key Elements of a 'Green IT' Strategy. Retrieved October 30, 2008 from http://www.onsitelasermedic.com/pdf/10_key_elements_greenIT.pdf 7. Simon Mingay. Green IT: A New Industry Shock Wave. Retrieved October 30, 2008 from http://nl.sun.com/oversun/evenementen/superpowered/Gartner_on_Green_IT.pdf 8. Stephen Nunn. Green IT: Beyond the data centre. How IT can contribute to the environmental agenda across and beyond the business. Retrieved October 30, 2008 from http://www.accenture.com/NR/rdonlyres/AEC58219-8121-4CE8-9D3BBCFBAB45D3A3/0/126677_ATC_GreenIt_USUK_8_A4.pdf
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