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GREEN IT IN INDIA : BLOOMINGNOT YETBOOMING

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DQC News Bureau
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Green IT or eco-friendly IT infrastructure in recent times has been a

buzzword in the industry. While there are signs that awareness is building, it

is still in a stage of blooming but not yet booming in India.

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According to Anand Naik, Director-Systems Engineering, Symantec India, “Green

IT is in its nascent stage, but it has created a buzz in the market.” Naresh

Chandra Singh, Principal Analyst, Gartner agreed, “The adoption of green

technology initiatives is only taking shape and is still in the initial stages

in India. There are very few who under stand the extent of IT infrastructure's

contribution to power usage, carbon emissions and how much of an environment

pollutant it is. There is very little data to show the impact of IT on the

environment. Power consumption is just one aspect, the type of materials used to

manufacture the hardware and packaging material also needs to be checked,

whether it is hazardous in nature or dangerous to health or the environment.”

Talking about the in creasing consciousness of demanding products that impact

the ecology positively, Manoj Mehta, Country Manager-India and SAARC Operations,

Dassault Systèmes Solid Works Corporation said, “In the current global business

ecosystem, being a responsible company is often synonymous with success. From

share holders to consumers, everyone is increasingly demanding products that are

more environmental conscious, if not100 percent green. But why is this new way

of thinking so economically important? The answer is that demand for natural

resources is growing faster than the available supply, driving up their costs,

at the same time when new environmental directives must also be met.” Seconding,

Sanjay Deshmukh, Area VP-Citrix, India Subcontinent said, “Eco-friendly

computing is definitely emerging as a key priority for IT decision-makers,

following in creasing awareness on the need for environment-friendly business

practices as well as the need for novel solutions to overcome rising energy

costs. The benefits of energy conservation not with standing, organizations

would also have to be prepared for stricter government regulations on green

practices that are likely to be enforced in the near future. With paucity of

power across the country and tariffs going up, there is a crying need to address

these across the board and IT's contribution to this is computing environment;

after saving a considerable amount of money they are not recognized for their

efforts due to the absence of formal green IT benchmarking metrics, along with

an energy roadmap. Companies are unwilling to take on an additional cost burden

for replacing their existing infrastructure. Most organizations are yet to

ascertain the impact of green IT on their business setup. Identifying in

efficiencies in the overall ecosystem is both time consuming and costly. The

impact of green IT is not as much as it should have been. It is because there

are no clear laws in place that can force the corporate sector to look at green

IT. Chandra of Gartner was in agreement, “The lack of regulatory compliancenorms

in India act as a roadblock as far as adoption of greener technology is

concerned. In the US and EU for instance, there are strong regulatory bodies

that look to ensure that compliance norms are done by companies.”

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However, Deshmukh also felt that whatever happened in the last year or so,

with the global economy going down has forced the IT industry to look at how to

work in a more efficient manner. “This efficiency has bolstered the agenda

around green IT a lot more than what the legal framework has. People are not

only looking at capital expenses, but at operating expenses as well,” he said.

“The intensity around green IT has led to awareness among the industry leaders

and the implementation has started in a small, but purposeful manner, but is yet

to progress in an organized manner. There is still ambiguity on the concept of

green IT and the industry has to be educated about the specific benefits of the

same,” said Gopalratnam of Cisco.

SP ANGLE



While the buzz around Green IT exists, what do solution providers and S Is

in the country feel about the same? Saket Kapur of Green Vision, a Delhi-based

SP said, “We have no issues selling Green IT solutions, however, we have not

seena demand in the market for Green IT specifically. The focus for customers is

still on how they can get the products at the best possible price.” KL Lalani of

Kolkata-based Lalani Infotech said, “Weare not seeing business from Green IT as

of now. There is no demand as such, and even if it has to be done, it will be a

push product. Talking about green is a good marketing concept though.” Another

SP from the city, Vinay Dugarof Supreme Technologies commented, “We have not

done any business from Green IT as yet except for a few green monitors from

Viewsonic and Samsung. In the future, however, there will be a scope for such

products, but it is still far from actually happening on the ground.”

Yatin Parker of Mumbai-based Parkspan Computers said, “Eco-friendlyor Green

IT is just more or less a marketing gimmick at this point in time. While there

is awareness about environmental issues, most corporates are still focused on

just the price of the product and the service they can get. I have not had

anyone ask me specifically for Green IT products, however, if customers are able

to get a green IT product at the same price as they would for a non-green

product, then they would opt for the greener device. But again, price is a more

important criteria.” Aniruddha Nenavlikar, Directorof Pune-based Monarch

Technologies, admitted, “Frankly till today, I am yet to do any business from

Green IT products. I believe this initial acceptance will start first with MNCs

and later maybe Indian companies will also follow suit. Unless there are

standardized policies in place, this will not really take off. I feel with

virtualization as a green technology, power savings can be made and the value of

that needs to be communicated to the end customer. I recently had two potential

deals, which I lost because I was not able to really show the value in terms of

cost savings as well as the green element of the datacenter virtualization

project. Now, I am working in that direction and slowly I am sure, I can convert

customer inquiries to deals.”

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KV Jagannath, MD, Choice Solutions, based out of Hyderabad said, “Green IT is

a good thing to talk about, but we have not converted it into a commercial

possibility yet. In the near future, we hope to see business from this space. In

the last two years, consciousness about the company's effect on nature has

increased and I feel that large organizations would surely feel that

responsibility toward the environment, however, among SMBs, it would not affect

them so much as they cannot afford much of capital investment. Technologies like

server and desktop virtualization as well as grid computing will help

rationalize power expenditure, cooling requirement, generator and UPS capacity.

The impacton bottom line is the single most important consideration when

companies look to adopt greener IT infrastructure.”

Prashant Kulkarni, Director, At hais Pechnosoft shared about how he does

business from Green IT, “My company deals in proactive managed services

software, which helps control energy expenditure and helps the management get a

view on how energy is being utilized in the company. Recently, Installed this

system at a Network Operating Center designed for 1,000 PCsor so.” Another SP

from Hyderabad, PM Prabhu, CEO, Pam Network said, “I deal with Siemens building

technology systems for energy management. I do this for building projects and

this is especially useful for them as it isestimated that nearly 40 percent of

the power cost is because of the use of ACs. A lot of my clients are from the IT

side as the cooling requirement can be quitehigh for such companies. I will be

closing a deal with TCS shortly.”

IT IS COST THAT IS DRIVING THE

DEMAND FOR GREEN AND NOT THE SOCIAL RESPONSIBILITY TO THE ENVIRONMENT

Jayesh Kotak



VP-Product Marketing D-Link India

IN THE CURRENT GLOBAL BUSINESS

ECOSYSTEM, BEING ARE SPONSIBLE COMPANY IS OFTEN SYNONYMOUS WITH SUCCESS.

FROM SHARE HOLDERS TO CONSUMERS, EVERYONE IS DEMANDING ENVIRONMENTAL

CONSCIOUS PRODUCTS, IF NOT 100% GREEN

Manoj Mehta



Country Manager-India & SAARC Operations Dassault Systemes

SOME OF THE KEY FACTORS TODAY

FOR CUSTOMERS TO ADOPT ANY ARCHITECTURE ARE AVAILABILITY AND RELIABILITY;

SCALABILITY AND FLEXIBILITY AND FINALLY THE TCO

Pratik Chube



Country GM-Product


Management & Marketing, Emerson Network

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Devender Taneja of PC Solutions, an SP, based out of the capital said,

“Thereare different types of customers when it comes to Green IT. One is the

knowledgeable sort, who values the impact Green IT can have, but does not have

the cost comfort to actually purchase. A second type is those who are willing to

buy up to their limit of comfort. The third is the one, who voluntarily buys

Green IT as an initiative to impact the ecology and do so keeping in mind the

social angle. Hence, my point is that often customers are a ware, but the

willingness to act on that awareness may be missing or the degree may be varying

depending on the customer. I believe virtualization will lead the way as far as

adoption of Green IT is concerned, as it would mean lesser power consumption

resulting in a good RoI for the customer as well as help him fulfill his

obligation to society.

Finally, vendors feel that partners can play a role in evangelizing green in

the market. “We are working closely wit hour VARs to build awareness among our

customers,” said Mehta of Solid Works. Symantec's Naik also felt that channel

partners can play an important role in taking this message and initiative a head

with the customers. Cisco's Gopalratnam said, “Our customers are fast be coming

environmental conscious and hence, increasingly opt for green products.

Partners, who recognize this need in the market and who can effectively

designand deploy solutions that help address this, definitely stand to gain a

lead over others in the market. Further, with Cisco's focus on delivering

solutions around green, partners can work as consultants to customers, the re

by, providing opportunities to enhance their profitability.” Citrix's Deshmukh

advised, “Channels have to educate themselves and position the benefits of

adopting Green IT practices as a solution approach rather than a point product

approach. The key for channel partners is to educate themselves and then their

customers on how adopting the best-of-breed Green IT solutions their customers

can save money and manage their IT infrastructure more efficiently.”

JOHN JACOB



johnj@cybermedia.co.in

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