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GreenMonk changes from blog into business line: new directions

tom

I have been biting my tongue for a couple of days since Tom Raftery agreed to join RedMonk as an industry analyst covering Greentech, cleantech, Energy Demand Management and sustainability. Tom has a brilliant reputation, his own brand, brings a community with him, and real passion for the subject. Frankly we’re lucky to have him. Rather than focus on green data centers we’re going to address the far bigger problems - working with those that want to use IT to solve much bigger problems - supply chain, logistics, heating and cooling, asset management.

Greenmonk has been an interesting journey and a real world example of burstiness. I started the blog as a personal project because I feel strongly about sustainability issues, but about six months after launching it, ComputerWorld UK contacted me to discuss partnering opportunities. IDG also sees the importance of the Green agenda, and I am grateful they took a punt on me. The partnership made me realise that Green wasn’t just a personal interest, it could be a business too. Its still early days for the green agenda, but we’re reaching a few tipping points which should drive more media traffic than ever to solid green content, research and analysis. The next big eye opener was working with Interop on Energy Camp, at David Berlind’s behest.

When I started GreenMonk I wanted to focus more on people than technology, to focus more on social media tooling, for example, and how it could encourage us to change our behaviours. Over time however I have come to a different conclusion, as stated by changed strapline, which now runs Green from the roots up, Sustainable from the top down.

The fact is its business that will provide the money to pursue this important agenda. Neither me, Tom, nor anyone at RedMonk has a problem with getting paid. And this is a massive opportunity. But I have also been frankly hugely impressed by the efforts of major corporations on sustainability. When you find yourself praising the leadership of the likes of BT, IBM and Wal*Mart you know something is afoot.

Greenmonk needs to work from the top down as well as the bottom up. That’s why my company RedMonk is hiring Tom! I want to thank my business partner Stephen O’Grady for being willing to take the risk on this new business venture. A personal blog is now a new line of business- that’s a case study in bursty work.

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The Wrong People Are Getting The Bill

 

In his wrap up to EnergyCamp last month, David Berlind said something which struck me strongly enough I am still thinking about it.

The main thing I have learned today is that the wrong people are paying the bill.”

David made the statement in the context that he figures we’re due a 15 year shakeout before we really get a handle on the complexity of carbon and energy consumption and production, so that we can accurately calculate costs and move beyond simplistic economics to better understand the impacts of the decisions we make.

For every believer in food miles and local sourcing there is a New Zealand meat farmer that will argue NZ is a better source of eco-friendly meat because it doesn’t use petrochemical fertilizer on fields sheep graze. Yesterday morning my friend Oliver ribbed Gregor, who was carrying a heavy bag, for using an elevator to go down one floor. Quick as a flash Gregor turned around and said: no its greener to use the lift, because he wouldn’t need to have a shower straight away…  (it was a hot Berlin day).

The current commonly cited example in the IT industry of the wrong people paying the bill is facilities management (FM) versus IT. IT doesn’t pay for its electricity. No, seriously, go to your FM manager or IT manager and ask who pays to power your IT properties. The vast majority of IT systems get a free ride on electricity bills, which is one reason its taken so long to fully consider IT carbon costs.

David’s point about the wrong people paying the bill also has a wider context which cuts into issues of sustainability and social responsibility. I was deeply disappointed when the UK Government recently announced the Climate Change aid fund its building to help emerging nations mitigate problems such as rising sea levels, or increased strong weather effects, will actually be loans rather than grants. Who is paying the bill for what here?

The current high costs of food globally, at least partly driven by the new fetish for biofuels, is bound to hurt those those that can least afford it.

Corporate budgeting and planning is generally designed to make costs external. If someone else is paying the bill that helps the bottom line. Pollute a river, and let someone else pay the cleanup costs, is “just good business”. If you think I am just being cynical I would advise you to read or watch a cold-eyed look at the icy hearted sociopath we commonly know as The Corporation

Economists and company leaders like nothing better than what they call “externalities” -basically costs that someone else has to deal with. Chewing gum is a brilliant example of externalities in action.. It costs 3p a stick, but an esimated 10p to clean it off a city street.

Another way of talking about a less simple economics is to consider Post-Autistic Economics. Autistic economics looks only at the “facts” without understanding social consequences. More heterodox thinking is now entering the mainstreal through, for example, the triple bottom line concept or broader sustainability narratives from major corporations.

The final way I want to think about the wrong people paying the bill concerns our children. The more damage we do right now, the more resources we consume, the more mess we make, the higher the clean up costs will be for the next generation. Even if you believe we can innovate our way out of trouble, large scale clean terraforming is not going to come cheap. We’re externalising the costs of our current lifestyles pretty blithely, and the wrong people are going to get the bill. Economics is many things but simple isn’t one of them. The facilities manager, people living in low lying areas such as Bangladesh, our kids: the wrong people are getting the bill.

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Note to SAP: Finding A Cheaper Travel Option isn’t Innovation

SAP is doing some interesting work around environmental sustainability, working on issues such as carbon accounting and environmental monitoring and compliance. For now SAP is working with partners such as OSIsoft and Technidata to help flesh out its offerings.

But in keynote land environmental sustainability doesn’t seem to have become a top bullet point item (which is a bit surprising given SAP is a European company). My ears had pricked up when SAP co-CEO Henning Kagermann started talking about rising travel costs in his pitch yesterday. So what business process innovation did SAP suggest, based on integration of its Business Objects and ERP software? To establish a new business process to find and pre-qualify new transport suppliers… That’s what SAP came up with for risk management in an environment where we ‘re entering the era of the $200 over a barrel innovation challenge?

So much for energy demand management. I think we’ll tag that “could do better”. I appreciate this was just a simple demo in a keynote, but if SAP wants to be seen as innovative, and enabling business process breakthroughs, it would have been nice to see the company provide an approach that would help customers reduce their travel bill by reducing their travel, rather than just trying to get the cheapest supplier. Maybe I am just being grumpy, like Eddy, who yesterday asked whether from an environmental perspective we should be going to conferences at all.

In this morning’s keynote SAP’s other co-CEO Leo Apotheker also talked to rising energy prices, but kept banging the Flat Earth drum. In my opinion the Earth was Flat for about five minutes, until Friedman was proved wrong by rising energy prices. Kind of like the End of History seemed right for about a year or so…

Ending on a positive note I am going to try and join a session here at Sapphire 2008 later about Reducing Carbon Emissions using wind power, on which more later. In the meantime check out this cool job, working as an SAP admin at a windfarm. Want to feel good about your employer? How about this for environmental impacts (or lack of them):

• No Air Pollution
• No Water Pollution
• No Global Warming Pollution
• No Waste
• No Fuel usage verse mining or drilling
• No Water use

SAP is a client. They paid my travel and expenses. I flew to Berlin. I wish firms would more events in Brussels or Paris so we could travel from London by train.

Photo courtesy of SAP press office.

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Green Shoots at Microsoft: Public Sector Engagement: EU, UK

As I have written previously, Microsoft is finally beginning to pull together a coherent green story under new sustainability supremo Rob Bernard. The company is also missing a bunch of tricks, but more on that later. But back to the good. Yesterday came news that Microsoft is signing a non-exclusive five year deal with the European Environmental Agency (EAA) with a goal to “make environmental information more accessible to citizens in Europe”. A laudable goal. As I have written before We Are The Watchdogs. But in order to be watchdogs we need open data, transparently collected and shared. Its somewhat ironic that Microsoft is providing its services and software for free; given the EU sometimes has an issue with freebies. It will be interesting to see whether the EEA’s new web presence still uses Google custom search like the current one. The first step is to build a Web 1.0-style publishing portal, which will be based on the usual Microsoft middleware, and some Microsoft Live services, such as Virtual Earth. The EAA has wider ambitions that just publishing data however. According to the press release Professor Jacqueline McGlade, Executive Director of the EEA said:

“This collaboration is a first of its kind to establish a two-way communication on the environment. Until now, authorities, including the EEA, have communicated their data to the public. But local observers, who are often the first to notice real change in their environment, had difficulties sharing their observations with others. This partnership will provide them a platform to do exactly that”.

Likesay, this is pretty much a canonical Greenmonk story. We are all watchdogs, we are all observers. Science progresses most effectively when research and data are widely distributed. Over 500 million people-that’s a lot of eyeballs. Interestingly enough the EAA is including Turkey in the scheme - so its taking the long, wide view. The EAA has a 13 year history of Open Data, such as making greenhouse gas information available to all, but normally focuses on EU policymakers, rather than citizens. Its great to see them turning the funnel the other way…

In other Microsoft related eco news, brought to my attention by Dominic Campbell, the first social media manager at a UK local authority, Wakefield Council saves over £4m while cutting carbon emissions.A skeptic might say this story was just greenwashing, but at Greenmonk we tend to focus on outcomes, rather than looking for hyprocrisy. As Jamie Hailstone writes: “the council will save more than £4m and cut carbon emissions by 35 tons.” There is a virtuous circle created by marketing efficiency as green. Green is Lean. Microsoft’s virtualisation team could learn a lot from the case study - there is nothing wrong with quick wins. Final bonus link: check out this sexy story about Virtual Earth running on Wind powered-servers.

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Don’t Read That, Read This. Hey Grumpy.

grumpyOne of my favourite environmentally minded blogs is From The Grumpy Old Man. There is some great stuff in there, but Eddy is worried his readership is not picking up quickly enough. All I can say is, keep it up Eddy. The community will come.

Sample:

“I’ve seen somebody drinking O2 water the other day. Not only it had artificial kiwi and apple flavour but also extra oxygen added. According the ‘manufacturer’, it uses patented technology from Life Technologies, Inc. to put extra oxygen into ordinary water. The resulting beverage has 10 times more oxygen (72mg) as ordinary water and provides an extra boost of energy by increasing the amount of oxygen in your blood. What a load of crap!”

Grumpy by name…

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IPv6: Towards a Greener Internet

As you probably know by now, we’re very interested in the idea of what might constitute a green API or protocol, so I was very interested when I received a link via twitter from @Straxus (Ryan Slobojan).

The Aon Scéal? (That’s Any News in Gaelic) blog by Alastrain McKinstry points to this piece by Yves Poppe which argues that IPv6 could save 300 Megawatts.

Easy to forget that most mobile devices used by Time Square revelers were behind IPv4 NAT’s and that always on applications such as Instant Messaging, Push e-mail, VoIP or location based services tend to be electricity guzzlers. It so happens that applications that we want always to be reachable have to keep sending periodic keepalive messages to keep the NAT state active. Why is that so? The NAT has an inactivity timer whereby, if no data is sent from your mobile for a certain time interval, the public port will be assigned to another device.

You cannot blame the NAT for this inconvenience, after all, its role in live is to redistribute the same public addresses over and over; if it detects you stopped using the connection for a little while, too bad, you lose the routable address and it goes to someone else. And when a next burst of data communication comes, guess what? It doesn’t find you anymore. Just think of a situation we would loose our cell phone number every time it is not in use and get a new one reassigned each time.

Nokia carried out the original study. Good work Nokia researcher guys! Another way of looking at the saved energy, which I think we’d all vote for, is potentially longer battery life of our mobile access devices. I am sure the folks at Nortel, who are so enthusiastically driving the green agenda for competitive advantage, would be interested in this research, and quite honestly its one of the first arguments I have heard that makes me think ah yes IPv6 lets pull the trigger. There are some good skeptical arguments in the comments here, but on balance I can definitely see the value of the initial research. Its surely worth further study.

While writing this article I also came across the rather excellent Green IT/Broadband blog. The author clearly believes in our Bit Miles concept, even if he doesn’t call it that.

Governments around the world are wrestling with the challenge of how to reduce carbon dioxide emissions. The current preferred approaches are to impose “carbon” taxes and implement various forms of cap and trade or carbon offset systems. However another approach to help reduce carbon emission is to “reward” those who reduce their carbon footprint rather than imposing draconian taxes or dubious cap and trade systems. It is estimated that consumers control or influence over 60% of all CO2 emissions. As such, one possible reward system of trading “bits and bandwidth for carbon” is to provide homeowners with free fiber to the home or free wireless products and other electronic services such as ebooks and eMovies if they agree to pay a premium on their energy consumption which will encourage them to reduce emissions by turning down the thermostat or using public transportation. Not only does the consumer benefit, but this business model also provides new revenue opportunities for network operators, optical equipment manufacturers, and eCommerce application providers.

European IPv6 Day, hosted by the EU is on the 30th May. Come to think about it the guy I should talk to about green IP is Vint Cerf of Google.

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