Tag: greenpeace

Featured Posts, Technology / Software

Equinix rolls out 1MW fuel cell for Silicon Valley data center

Equinix Silicon Valley Data Center

Equinix is powering one of its Silicon Valley data centers with a 1MW Bloom Energy fuel cell

As we have pointed out here many times, the main cloud providers (particularly Amazon and IBM) are doing a very poor job either powering their data centers with renewable energy, or reporting on the emissions associated with their cloud computing infrastructure.

Given the significantly increasing use of cloud computing by larger organisations, and the growing economic costs of climate change, the sources of the electricity used by these power-hungry data centers is now more relevant than ever.

Against this background, it is impressive to see to see Equinix, a global provider of carrier-neutral data centers (with a fleet of over 100 data centers) and internet exchanges, announce a 1MW Bloom Energy biogas fuel cell project at its SV5 data center, in Silicon Valley. Biogas is methane gas captured from decomposing organic matter such as that from landfills or animal waste.

Why would Equinix do this?

Well, the first phase of California’s cap and trade program for CO2 emissions commenced in January 2013, and this could, in time lead to increased costs for electricity. Indeed in their 2014 SEC filing [PDF], Equinix note that:

The effect on the price we pay for electricity cannot yet be determined, but the increase could exceed 5% of our costs of electricity at our California locations. In 2015, a second phase of the program will begin, imposing allowance obligations upon suppliers of most forms of fossil fuels, which will increase the costs of our petroleum fuels used for transportation and emergency generators.

We do not anticipate that the climate change-related laws and regulations will force us to modify our operations to limit the emissions of GHG. We could, however, be directly subject to taxes, fees or costs, or could indirectly be required to reimburse electricity providers for such costs representing the GHG attributable to our electricity or fossil fuel consumption. These cost increases could materially increase our costs of operation or limit the availability of electricity or emergency generator fuels.

In light of this, self-generation using fuel cells looks very attractive, both from the point of view of energy cost stability, and reduced exposure to increasing carbon related costs.

On the other hand, according to today’s announcement, Equinix already gets approximately 30% of its electricity from renewable sources, and it plans to increase this to 100% “over time”.

Even better than that, Equinix is 100% renewably powered in Europe despite its growth. So Equinix is walking the walk in Europe, at least, and has a stated aim to go all the way to 100% renewable power.

What more could Equinix do?

Well, two things come to mind immediately:

  1. Set an actual hard target date for the 100% from renewables and
  2. Start reporting all emissions to the CDP (and the SEC)

Given how important a player Equinix in the global internet infrastructure, the sooner we see them hit their 100% target, the better for all.

Featured Posts, Technology / Software

FaceBook open sources building an energy efficient data center

FaceBook's new custom-built Prineville Data Centre

(Photo credit FaceBook’s Chuck Goolsbee)

Back in 2006 I was the co-founder of a Data Centre in Cork called Cork Internet eXchange. We decided, when building it out, that we would design and build it as a hyper energy-efficient data centre. At the time, I was also heavily involved in social media, so I had the crazy idea, well, if we are building out this data centre to be extremely energy-efficient, why not open source it? So we did.

We used blogs, flickr and video to show everything from the arrival of the builders on-site to dig out the foundations, right through to the installation of customer kit and beyond. This was a first. As far as I know, no-one had done this before and to be honest, as far as I know, no-one since has replicated it. Until today.

Today, Facebook is lifting the lid on its new custom-built data centre in Prineville, Oregon.

Not only are they announcing the bringing online of their new data centre, but they are open sourcing its design, specifications and even telling people who their suppliers were, so anyone (with enough capital) can approach the same suppliers and replicate the data centre.

Facebook are calling this the OpenCompute project and they have released a fact sheet [PDF] with details on their new data center and server design.

I received a pre-briefing from Facebook yesterday where they explained the innovations which went into making their data centre so efficient and boy, have they gone to town on it.

Data centre infrastructure
On the data centre infrastructure side of things, building the facility in Prineville, Oregon (a high desert area of Oregon, 3,200 ft above sea level with mild temperatures) will mean they will be able to take advantage of a lot of free cooling. Where they can’t use free cooling, they will utilise evaporative cooling, to cool the air circulating in the data centre room. This means they won’t have any chillers on-site, which will be a significant saving in capital costs, in maintenance and in energy consumption. And in the winter, they plan to take the return warm air from the servers and use it to heat their offices!

By moving from centralised UPS plants to 48V localised UPS’s serving 6 racks (around 180 Facebook servers), Facebook were able to re-design the electricity supply system, doing away with some of the conversion processes and creating a unique 480V distribution system which provides 277V directly to each server, resulting in more efficient power usage. This system reduces power losses going in the utility to server chain, from an industry average 21-27% down to Prineville’s 7.5%.

Finally, Facebook have significantly increased the operating temperature of the data center to 80.6F (27C) – which is the upper limit of the ASHRAE standards. They also confided that in their next data centre, currently being constructed in North Carolina, they expect to run it at 85F – this will save enormously on the costs of cooling. And they claim that the reduction in the number of parts in the data center means they go from 99.999% uptime, to 99.9999% uptime.

New Server design…

Featured Posts, Trends & Concepts

Can corporate social responsibility affect your company’s bottom line?

Nestlé share price drops

Your company’s share price can be negatively affected if you fail to behave responsibly in your business practices.

I have written here a couple of times about environmental risks companies could potentially face. This first time I wrote about this it was in reference to FaceBook’s decision to source the power for their new data center from a utility which uses coal-fired power primarily.

I followed that up with a post about how the EPA, the SEC and institutional investors are becoming more interested in environmental risk, asking companies to report on risks which may impact on a business’ sales, properties or even their reputation.

The importance of this has been driven home forcibly over the last couple of days as GreenPeace launched an international campaign targeting Nestlé. Why? Because it turns out Nestlé is purchasing palm oil from companies whose plantations cause deforestation of Indonesian rainforests with all the attendant knock-on effects this has (massive CO2 emissions, indigenous communities destroyed, and devastation of the Orang-utan’s habitat to name but a few).

As part of the campaign, Greenpeace launched a report called Caught Red Handed [PDF] outlining the connections between Nestlé, their suppliers and habitat destruction in Indonesia. As part of the launch campaign, Greenpeace had people on the ground at Nestlé offices in Orang-utan costumes publicising the report and they posted a spoof video on YouTube.

Unfortunately Nestlé, decided that instead of fixing their supply chain, that they should go down the censorship route. They quickly contacted Google and had the video removed from YouTube. Nestlé didn’t reckon with the Streisand effect though and in very short order the video was posted on vimeo and promptly re-posted on many other sites.

Nestlé’s lawyers quickly abandoned the take-down option realising they’d merely be playing a game of whack-a-mole if they continued. The storm of publicity which ensued even spread as far as CNN and within 24 hours Nestlé was forced to backtrack . The video is now back up on YouTube.

Nestlé censoring comment on FaceBook

As these things do, the debate took place on FaceBook and Twitter too with many people calling for a boycott of Nestlé products! In a classic social media shot to the foot Nestlé warned people:

we welcome your comments, but please don’t post using an altered version of any of our logos as your profile pic – they will be deleted.

Now, in any social media forum (or any forum for that matter), threatening people with censorship is definitely not a way to win friends or influence people. And predictably this threat inflamed an already upset audience. The censorship threat went viral and Nestlé’s reputation went into freefall.

The end result, as you can see at the top of this post, Nestlé’s stock price fell too.

This was eminently preventable.

And it is a clear demonstration of the need to be fully aware of all the potential risks in your supply chain.

If Nestlé was utterly transparent and ethical in its business practices, then it couldn’t have been ambushed by Greenpeace.

If Nestlé had ensured that its supply chain was completely free of controversy it would have avoided the pr storm, the reputational damage and the financial losses from loss of sales and the fall in its share price.

by-sa