BMBA 9458 Information Technology Management Case Report 1: Business in the Cloud Decision Situation Large companies, such as Facebook and Google, have digitally transformed the ways that people connect, interact, share information, and participate in society from both personal and professional standpoints. Because of how highly trafficked and utilized these platforms are, the volume of data generated by these companies is continuously expanding. Contrary to what many users may think when hearing that their information is being stored “in the cloud”, this data requires storage in a physical location. Facebook’s data center specialist argues “the Internet is not a cloud”, as it implies a floating, abstract object in the sky (Facebook). Data centers are quite the opposite - they are large, tangible buildings that take physical manpower and require resources to maintain. Additionally, all of this power generates a significant amount of heat. Resultantly, problems arise regarding where and how to store this data efficiently and effectively. This also has profound implications for our world from an environmental standpoint. The Information and Communications Technology (ICT) sector, which includes mobile phones, computers, monitors and cell phone towers, is currently responsible for producing 2% of global greenhouse gas emissions (Google). Strategies Being Utilized Various strategies are currently being implemented and utilized to effectively store data. For Facebook specifically, more than 1 in 7 people on the planet are storing data with their company (Facebook). This requires thousands of new servers to be delivered at the Facebook Data Center on a daily basis, and thus a lot of energy to maintain them. In order to cool its data centers, Facebook has custom, state-of-the-art natural air conditioning systems and also uses free cooling systems. For example, their data center in Oregon harvests the cool ambient air to save energy and operating costs. They have large humidification systems that enhance free cooling by controlling the humidity levels. Additionally, the data center buildings are specifically designed with various features to optimize airflow, including the presence of massive fans to push excess warm air out. Another strategy currently being utilized to control temperatures is by Dell, who created and implemented Triton water cooling technology. This technique involves direct liquid cooling, where cold liquid circulates and comes directly into contact with the central processing units (CPUs) of the computer system through touchplates. The heat efficiently travels out through the liquid and the CPUs are thus able to run at higher frequencies, resulting in overall higher performances. This Triton technology eliminates the need for many of the other strategies discussed such as humidifiers and fans that take up space, require energy, and contribute to greenhouse gas emissions. Recommendations One company that has managed to improve efficiency in data storage is Google. Their methods can serve as a valuable reference for companies moving forward and aiming to reduce their energy utilization. Google has intentionally implemented design choices that improve efficiency and result in significant benefits, both environmentally and financially for their company. They now use half the energy of a typical energy center (Google). They delineate five methods for reducing power consumption which include 1) measuring a company’s power use effectiveness (PUE), 2) managing airflow, 3) adjusting the thermostat, 4) utilizing free cooling, and 5) optimizing power distribution. To manage PUE, there must be instrumentation to measure and record how effectively power and cooling is being delivered. Ideally, the goal is for PUE to be equal to 1, indicating that all the power supplied is going toward the IT equipment and no energy is wasted for other reasons such as lighting and cooling (Google). The more frequent a company can measure PUE, the more feedback and thus accountability they have to optimize power distribution. Regarding managing airflow, it is important to understand where airflow gets directed within a data center in order to eliminate the mixing of hot and cold air. This often includes the use of physical barriers to ensure efficient cooling and optimal performance of the equipment. The third recommendation of adjusting the thermostat is recognizing that these centers can run well up to 80 degrees Fahrenheit, and thus increasing the overall temperature can save energy and money. The recommendation of utilizing free cooling means to utilize resources outside of the data center and take advantage of the local conditions when possible. This means harvesting the external, ambient air to use, significantly reducing energy consumption and costs associated with operating heavy, expensive cooling systems. The final recommendation of optimizing power distribution involves arranging the data center in a manner that can operate more efficiently, enhance reliability, and reduce operational costs. Overall, the volume of data generated by these large businesses is continuing to grow. Finding ways to effectively store this data is a challenge. Companies should collaborate and exchange resources to figure out the most efficient ways to manage data, ultimately working towards the shared goal of environmental sustainability. References Data Center Locations. Facebook Data Center, 2015. https://www.youtube.com/watch?v=_r97qdyQtIk. Google Sustainability. Google Data Center Efficiency Best Practices, 2011. https://www.youtube.com/watch?v=voOK-1DLr00. Infrastructure Masons. Triton Unveiled, 2016. https://www.youtube.com/watch?v=HcD47Y-TQQw. Laudon, Kenneth, Laudon, Jane. “Business in the Cloud: Facebook, Google, and eBay Data Centers.” Management Informaiton Systems. 16th edition. 2019.
