IBM’s Big Green Generating Big Revenue
When IBM rolled out its $1 billion a year Big Green data center initiative last May, we noted the program’s “symbolic importance as a sign that Corporate America is mobilizing to tackle the tough environmental challenges.” But are companies making Big Green purchases?
They are indeed, according to IBM, which says the Big Green initiative “has emerged as one of the most successful in IBM history.” IBM says it made $300 million in new revenue from green client engagements in the fourth quarter of 2007, working with 2,000 clients and building more than 40 green data centers across the world.
The success of Big Green and other data center programs focused on energy efficiency is driven by business imperatives to capture savings, rather than environmental sensitivity. The green data center equation is captured nicely in this IBM commercial. Many of you may have seen it already, but it summarizes the reason companies are investing in data center efficiency.
Its interesting, and possibly unfortunate, that the industry started off calling these power saving initiatives “green”. While there seems to be some pockets of interest in IT executives in the full range of green concepts (including reuse and recycling), for many the full range of green is simply not of interest. In promoting the Next Generation Data Center event we’ve fully switched from using the word “green” to “efficiency”…a word that goes beyond power and really resonates with IT buyers. IBM has the money to explain their terms, but for those who don’t, I recommend saying what we really mean.
SF August 4-7, 2008