Matt Peterson, Vertatique

Energy, Heat,
Carbon, Heavy Metal
Sustainable Media Technologies & Practices
Matt Peterson
Vertatique
.com
“America’s Sexiest Engineers” Issue
IEEE Spectrum - February 2008
Engineering,
mindless of
the social
consequences
LEADERSHIP IN ENERGY
EFFICIENT COMPUTING
Sustainable Media
• Derived from Green ICT
(Information & Communications Technology)
• Reduction of energy/carbon/waste in
content creation workflows & technology
life-cycles
• Innovative Technologies and Best Practices
Green ICT drivers
• Internal
•
•
Altruism
Operating expense
• External
•
•
•
•
Regulatory
Value chain
Servers now consume more electricity
than TVs
ICT’s global carbon emissions are
expected to double by the year 2020
Stakeholders
Google, Microsoft, IBM, etc. have highly
visible Green ICT initiatives
Competitors
News Corp, Oscar, and other industry
initiatives gaining visibility
How do we stack up?
Program
2008
2009
Growth
Green ICT
29%
35%
21%
Green Media Practices
29%
37%
28%
Purchasing Specs:
Equipment
38%
- Energy
20%
- Heat
13%
- Waste
24%
- Recycle
Media Services
9%
18%
Green ICT drivers
• External
•
•
•
•
Regulatory
Value chain
Stakeholders
Competitors
Energy
• Energy prices are driving facility costs from
2% to 30% of ICT budgets
• ICT opex often exceeds capital costs
•
Electricity > 50% of supercomputer’s lifecycle
cost
• Data centers / media cores consume 10X–
30X more energy per square foot than
typical office space
Heat
Tom’s Hardware
al
v
o
m
re
t
a
e
h
to
s
e
go
y
rg
e
n
e
~50% of ICT
!
Carbon Footprint
• Global ICT emits > 1 metric gigton of
greenhouse gases annually
• ICT already accounts for +2% of global
carbon footprint
• Global ICT footprint to double by 2020
Carbon Footprint
• Based on amount of energy consumed
•
Audit Direct & Indirect
•
Coal -> Gas -> Renewable
•
Carbon offsets • Type of energy consumed
• Mitigation
Energy/Heat/Carbon:
Technologies & Practices I
• Data center configuration
• Server Virtualization
•
Cloud Computing / SOA
• Remote Power Management (Render farms)
• PCMOS chip technology
• Exascale Computing
• /watt & /joule specs
Vertatique.com
Tech Watch
/speed-power-and-heat
Technologies & Practices 2
(Speed kills!)
• Disks: 7200 rpm ~8X watts of 3700 rpm
• Displays: 1080i ~1.4X 720p (50” plasma)
• Ethernet links: 1 Gb/s ~2x, 10 Gb/s ~15x of
100 Mb/s
•
•
Adaptive Link Rate (ALR)
Dynamic link power management
Vertatique.com
Tech Watch
/green-networking
Heavy Metal
• Lead: 5 mg/L = hazardous haste
•
•
•
Typical board contains 150 to 500 mg/L
CRTs contain 3+ lb. of lead
Blowback: Lead in Chinese products traced to old
computers!
• Barium, silver,cadmium, mercury &
chromium
Edward Burtynsky
Photographer
China Recycling #9,
Circuit Boards, Guiyu, Guangdong
Province, 2004
http://vertatique.com/telling-green-ict-story
“In China . . . workers use their
hands and primitive tools to pick
apart the junked computers and
salvage precious components . . .
many of the people involved in this
process are farmers who stopped
tilling their land in favor of the more
lucrative e-waste recycling trade. The
farmers earn about $1.50 US per
day cooking circuit boards to
remove components, sloshing
corrosive acid solutions over
removed chips and burning wires
and other plastic-coated parts to
liberate metals. These are routine
operations conducted by workers
of all ages and both genders . . .”
China Recycling #12,
Ewaste Sorting, Zeguo, Zhejiang
Province, 2004
E-Waste / Cyberwaste
Practices
• WEEE - Waste Electrical and Electronic
Equipment (Directive 2002/96/EC)
• RoHS - Restriction of Hazardous
Substances (Directive 2002/95/EC)
• Batteries (Directive 2006/66/EC)
• ISO 14001 for Environmental
Management System (EMS)
Vertatique.com
Tech Watch
/green-ict-weee-rohs-batteries
Control Your
Cyber-Waste Stream
•
Front-end:
•
•
•
•
•
RoHS purchasing standards
Vendor take-back plans
Mindful specing
Life-cycle extension
Back-end: Use reputable
ISO-14001 recycler
Oops! We lost control of our
chain of custody.
Green Media
Production Practices
• Digital deployment
• Stage & set practices
• Location practices
• Energy sourcing
• http://vertatique.com/vertatiques-greenmedia-production-practices
The Path To Success
• If you can’t measure it, you can’t manage it
• Social science, not just computer science
•
•
Enterprise-wide program, C-level mentoring
Barriers: Techo-entitlement, over-specing
• External Engagement
•
•
•
(HPA community @ only 15% !!!)
Education & alignment
Program monitoring & management
Stakeholder involvement & communication
Keeping it Real
Do Better
Feel Good
•
•
•
•
•
•
Talk the talk
Focus on process
Measure inputs
Reward actions
Soft objectives
Report context-free
“accomplishments”
•
•
•
•
•
•
Walk the walk
Focus on outcomes
Measure outputs
Rewards results
Specific milestones
Transparent goals &
monitoring
Energy, Heat,
Carbon, Heavy Metal
Sustainable Media Technologies & Practices
Matt Peterson
Vertatique
.com
matt@swonders.com
http://www.vertatique.com/media