Bloom Energy Sharpens Focus on Data Centers

A Bloom Energy server installed at CalTech (Source: Bloom Energy).

Peter Gross envisions a future with a Bloom box in your data center. Two years after unveiling its fuel cell technology, Bloom Energy is focusing on the data center sector, and last week hired industry veteran Gross to head its new Mission Critical Practice.

“I think Bloom has the potential to have a transformational impact in the mission-critical space,” said Gross. “I see these as the next frontier.”

Gross has decades of experience designing advanced data centers, first as a co-founder and CEO of EYP Mission Critical Facilities, and then at HP. He is joining Bloom because he believe the company’s fuel cell technology will have growing appeal in an environment in which data center users are focused on innovation and cost reduction.

The Bloom Energy Server is based on solid oxide fuel cell technology that converts fuel to electricity through an electro-chemical reaction, without any combustion. Because they are housed at the customer premises, the Bloom box can continue operating during grid outages. Early adopters of Bloom cells include blue-chip companies like Google, Bank of America, Coca-Cola, eBay, FedEx, Staples and Wal-Mart.

Lightly Adopted in Data Centers – So Far

But traction has been limited in the data center industry, which is known for its focus on reliability and the economics of power – two areas where many in the industry believe the jury is still out on the Bloom. Early Bloom installations took advantage of incentives that reduced the cost of power, which without incentives would between 8 and 13 cents per kilowatt hour, according to various estimates. Last year Bloom offered customers the option of leasing the equipment, reducing the up-front capital requirements.

In 2011 both AT&T and NTT announced purchases of Bloom units to support their data centers in California.

“By providing a reliable, clean and stable energy source that is immune to disruptions to the grid, Bloom will help its customers reduce their security risks considerably, while at the same time improving efficiency and cutting greenhouse gas emissions,” said Gross.

Gross says that as Bloom establishes a track record in data center operations, end users can consider new configurations in which the Bloom boxes play a more central role in the power infrastructure.

“Right now it’s primarily used as a utility grid displacement device, and supplements the utility,” said Gross. “When the utility goes away, the Bloom does as well.”

Potential to Eliminate Components, Cost

In the future, Gross sees Bloom boxes powered by natural gas serving as the primary form of power, with the utility grid used as a backup service. This configuration envisions dual-corded servers, with one input from the Bloom and the other from the grid. This approach would allow data center operators to reduce their reliance on diesel backup generators.

“The Bloom can reduce energy consumption and eliminate a significant number of high-cost components,” said Gross. “It’s highly unlikely that both power sources (the Bloom and the utility) would go away.” One scenario that might test that assertion is a major earthquake, which is a consideration for data centers in California. Whether Bloom units and natural gas supplies would fare better in an earthquake then a diesel generator will likely be a topic of discussion as Bloom positions its fuel cells for broader usage.

Gross says Bloom’s approach to the market will focus on education and establishing a comfort level with the performance and reliability of its product. “We’re not going to rely only on the Bloom box at first,” he said. “What I envision is an architecture that will show that the reliability of the system is very high.”

NatGas Prices As An Opportunity?

One trend that may help Bloom is the price of natural gas, which last week fell to its lowest point since 2002. Natural gas prices have declined more than 80 percent since 2005.

“The ideal place for Bloom to do business is California and in the Northeast – somewhere where the cost of electricity is high,” said Gross. “Fortunately, a lot of data centers are in New York and California.”

Gross jokes that in the data center industry, “everybody wants innovation, as long as it’s been in place for 20 years.” But he believes that the corporate focus on cost cutting has made end users more willing to consider new approaches.

“The data center industry is going through a radical transformation,” said Gross, citing the growth of cloud computing and modular design. “I think the economics are driving this. I’ve seen more change in the last two years than in a long time. Fundamentally, the whole industry is really maturing rapidly.

“You have to find ways to build faster and be more flexible and economical.The whole industry is commoditizing,” he added. “The world is changing, and Bloom fits very well in terms of simplifying the whole architecture. A lot of people are intrigued and willing to use it. I was very comfortable in HP. I wouldn’t have done it if I didn’t believe this had fantastic potential.”

Get Daily Email News from DCK!
Subscribe now and get our special report, "The World's Most Unique Data Centers."

Enter your email to receive messages about offerings by Penton, its brands, affiliates and/or third-party partners, consistent with Penton's Privacy Policy.

About the Author

Rich Miller is the founder and editor at large of Data Center Knowledge, and has been reporting on the data center sector since 2000. He has tracked the growing impact of high-density computing on the power and cooling of data centers, and the resulting push for improved energy efficiency in these facilities.

Add Your Comments

  • (will not be published)


  1. Miss Speling

    Caltech is spelled Caltech, not CalTech. Check their website at or even the Bloom Energy press release at

  2. Jeff McCloud

    FYI Federal Lawsuit Regarding Bloom Energy "Buried deep in the permit application, in Table 1 on page 161 of a 163-page application, was the number 884. On that page, under penalty of perjury, Bloom officially told the world that its energy servers emit 884 pounds of carbon dioxide per megawatt hour. Also buried on page 161 of the permit application is a Table 2 notation that says these 235 “clean” servers would emit 22.56 pounds of volatile organic compounds (VOCs) per day. But Delaware, like other states, regulates VOC emissions at far lower levels (Maryland, for instance, regulates boat repair shops that emit more than 15 pounds per day). Moreover, if the same amount of power had been generated by combined cycle gas turbines, only 0.249 pounds of VOCs would be emitted daily. That’s 90 times less pollution! To top it off, because of the Bloom servers’ low efficiency and high capital cost, Delaware citizens will pay Bloom over $200 per megawatt hour of power delivered to their electricity transmission grid. But in January 2012, the U.S. Energy Information Agency said the projected “levelized” cost of electricity over the next 30 years from advanced gas-fired combined cycle power stations is $65.50 per MWH.