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Subject: Great Green Coverage in Business Solutions Mag
Date: Tue, 23 Oct 2007 13:29:14 -0800
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Hi team

Below please find Chris Loringer's column in the November issue of
Business Solutions.  He quotes our green survey results and Bob placing
ONStor in a great thought leadership position with resellers. =20

=20

Carpe Diem

Douglas

=20

http://www.businesssolutionsmag.com/index.php?option=3Dcom_jambozine&layo=
u
t=3Darticle&view=3Dpage&aid=3D3298


Going Green: Political Hype Or VAR Opportunity?


Business Solutions, November 2007=20
Written by: Chris Loringer
<mailto:Chrisl@corrypub.com?subject=3DRegarding%20Going%20Green:%20Politi=
c
al%20Hype%20Or%20VAR%20Opportunity?> =20

When it comes to technology, we are drawn to buzzwords and phrases. For
instance, terms such as enterprise, virtualization, and consolidation
are examples of words that oversimplify technical concepts, but are
effective nonetheless. The latest buzzword to catch my attention is the
term "green." Until recently, green meant recycling my beer bottles and
not starting any tire fires in my yard. However, the term green has been
expanded to encompass other topics including energy savings. Regardless
of your political persuasion, there are opportunities for VARs to
increase sales by selling their customers on the business case for going
green.=20

The Energy Problem Is Real
Gartner predicts that within the next two to three years, half of the
world's data centers will become obsolete because of power and space
restrictions. According to a recent report by the Environmental
Protection Agency (EPA), the IT industry consumed about 61 billion
kilowatt-hours of electricity in 2006 - about 1.5% of the total consumed
in the United States - at a cost of about $4.5 billion. The EPA also
estimates that power consumption in the industry could nearly double by
2011. This makes perfect sense. Most estimates of data growth fall in
the 60% to 70% range, and one of the biggest energy hogs in the data
center is storage equipment. As storage grows, it uses more energy and
requires more cooling. Unless your customers have their own power
generation plants, it means that their operational costs are rising in
proportion with their data storage needs.=20

"We know from conversations with our customers that data center power
consumption amidst the exorbitant growth of data is a key concern for
CIOs and other IT professionals," says Bob Miller, CEO of ONStor, a
company that provides enterprise NAS (network attached storage)
solutions. ONStor recently performed a survey of IT decision makers
regarding the status of the "greening" of their data centers.
Sixty-three percent of the respondents reported that their data centers
had run out of space, power, or cooling capacity without warning. Sixty
percent reported that they had a green initiative in place, would have
one in place in the next two years, or had at least talked about it with
management.=20

"What we find most interesting from this survey is how many executives
aren't implementing solutions to address these challenges," says Miller.
"There's a disconnect between having an awareness of the need to lower
power consumption in the data center and doing something about it." That
disconnect is where you, the trusted advisor, can help.=20

Sell Storage Based On A Payback
Power consumption in data centers has become such a problem that many
storage vendors such as ONStor have used this as a major marketing point
for their storage systems. Pillar Data is another example of this.
Pillar promotes the environmental benefits gained by saving energy;
however, it also makes a strong business case for data center
efficiency. Pillar's efficiency quotient calculates a utilization
percentage by multiplying capacity and performance and then dividing
that result by power multiplied by space required for the equipment.=20

If your storage solution will provide 50% to 90% more efficient
operation than your customers' old storage solutions, it will be an
easier sell for you. This will help move you to a position of selling
storage based on operational cost savings, not just as a commodity.=20

I can't think of many sales pitches that are more compelling than saving
your customers money. Is it irresponsible to profit from a
noble-intentioned, environmentally friendly concept such as going green?
No. Resource conservation is going to happen regardless of what business
you're in. If you are lucky enough to be a VAR that addresses data
center products such as storage, why not add sales while helping to save
Mother Earth with green products?=20


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<div>

<p class=3DMsoNormal><font size=3D3 face=3DArial><span =
style=3D'font-size:12.0pt;
font-family:Arial'>Hi team</span></font><o:p></o:p></p>

</div>

<div>

<p class=3DMsoNormal><font size=3D3 face=3DArial><span =
style=3D'font-size:12.0pt;
font-family:Arial'>Below please find Chris Loringer's column in the =
November
issue of Business Solutions.&nbsp; He quotes our&nbsp;green survey
results&nbsp;and Bob placing&nbsp;ONStor in&nbsp;a great thought =
leadership
position with resellers.&nbsp; <o:p></o:p></span></font></p>

</div>

<div>

<p class=3DMsoNormal><font size=3D3 face=3D"Times New Roman"><span =
style=3D'font-size:
12.0pt'>&nbsp;<o:p></o:p></span></font></p>

</div>

<div>

<p class=3DMsoNormal><font size=3D3 face=3DArial><span =
style=3D'font-size:12.0pt;
font-family:Arial'>Carpe Diem<o:p></o:p></span></font></p>

<p class=3DMsoNormal><st1:place w:st=3D"on"><font size=3D3 =
face=3DArial><span
 =
style=3D'font-size:12.0pt;font-family:Arial'>Douglas</span></font></st1:p=
lace><font
face=3DArial><span =
style=3D'font-family:Arial'><o:p></o:p></span></font></p>

</div>

<div>

<p class=3DMsoNormal><font size=3D3 face=3D"Times New Roman"><span =
style=3D'font-size:
12.0pt'>&nbsp;<o:p></o:p></span></font></p>

</div>

<div>

<p class=3DMsoNormal><font size=3D2 face=3DArial><span =
style=3D'font-size:10.0pt;
font-family:Arial'><a
href=3D"http://www.businesssolutionsmag.com/index.php?option=3Dcom_jamboz=
ine&amp;layout=3Darticle&amp;view=3Dpage&amp;aid=3D3298">http://www.busin=
esssolutionsmag.com/index.php?option=3Dcom_jambozine&amp;layout=3Darticle=
&amp;view=3Dpage&amp;aid=3D3298</a></span></font><o:p></o:p></p>

</div>

<div>

<h3><b><font size=3D4 color=3Dblack face=3DArial><span =
style=3D'font-size:13.5pt;
font-family:Arial;color:black'>Going Green: Political Hype Or VAR =
<st1:place
w:st=3D"on">Opportunity</st1:place>?<o:p></o:p></span></font></b></h3>

<p style=3D'mso-margin-top-alt:7.5pt;margin-right:0in;margin-bottom:0in;
margin-left:0in;margin-bottom:.0001pt'><a =
name=3Dpagetop></a><em><i><font size=3D2
color=3Dblack face=3DArial><span =
style=3D'font-size:10.0pt;font-family:Arial;
color:black'>Business Solutions</span></font></i></em><font size=3D2 =
color=3Dblack
face=3DArial><span =
style=3D'font-size:10.0pt;font-family:Arial;color:black'>,
November 2007 <br>
Written by: <a
href=3D"mailto:Chrisl@corrypub.com?subject=3DRegarding%20Going%20Green:%2=
0Political%20Hype%20Or%20VAR%20Opportunity?">Chris
Loringer</a> <o:p></o:p></span></font></p>

<p><font size=3D2 color=3Dblack face=3DArial><span =
style=3D'font-size:10.0pt;
font-family:Arial;color:black'>When it comes to technology, we are drawn =
to
buzzwords and phrases. For instance, terms such as enterprise, =
virtualization,
and consolidation are examples of words that oversimplify technical =
concepts,
but are effective nonetheless. The latest buzzword to catch my attention =
is the
term &#8220;green.&#8221; Until recently, green meant recycling my beer =
bottles
and not starting any tire fires in my yard. However, the term green has =
been
expanded to encompass other topics including energy savings. Regardless =
of your
political persuasion, there are opportunities for VARs to increase sales =
by selling
their customers on the business case for going green. =
<o:p></o:p></span></font></p>

<p><strong><b><font size=3D2 color=3Dblack face=3DArial><span =
style=3D'font-size:10.0pt;
font-family:Arial;color:black'>The Energy Problem Is =
Real</span></font></b></strong><font
size=3D2 color=3Dblack face=3DArial><span =
style=3D'font-size:10.0pt;font-family:Arial;
color:black'><br>
Gartner predicts that within the next two to three years, half of the
world&#8217;s data centers will become obsolete because of power and =
space
restrictions. According to a recent report by the Environmental =
Protection
Agency (EPA), the IT industry consumed about 61 billion kilowatt-hours =
of
electricity in 2006 &#8212; about 1.5% of the total consumed in the =
<st1:country-region
w:st=3D"on"><st1:place w:st=3D"on">United =
States</st1:place></st1:country-region>
&#8212; at a cost of about $4.5 billion. The EPA also estimates that =
power
consumption in the industry could nearly double by 2011. This makes =
perfect
sense. Most estimates of data growth fall in the 60% to 70% range, and =
one of
the biggest energy hogs in the data center is storage equipment. As =
storage
grows, it uses more energy and requires more cooling. Unless your =
customers
have their own power generation plants, it means that their operational =
costs
are rising in proportion with their data storage needs. =
<o:p></o:p></span></font></p>

<p><font size=3D2 color=3Dblack face=3DArial><span =
style=3D'font-size:10.0pt;
font-family:Arial;color:black'>&#8220;We know from conversations with =
our
customers that data center power consumption amidst the exorbitant =
growth of
data is a key concern for CIOs and other IT professionals,&#8221; says =
Bob
Miller, CEO of ONStor, a company that provides enterprise NAS (network =
attached
storage) solutions. ONStor recently performed a survey of IT decision =
makers
regarding the status of the &#8220;greening&#8221; of their data =
centers.
Sixty-three percent of the respondents reported that their data centers =
had run
out of space, power, or cooling capacity without warning. Sixty percent =
reported
that they had a green initiative in place, would have one in place in =
the next
two years, or had at least talked about it with management. =
<o:p></o:p></span></font></p>

<p><font size=3D2 color=3Dblack face=3DArial><span =
style=3D'font-size:10.0pt;
font-family:Arial;color:black'>&#8220;What we find most interesting from =
this
survey is how many executives aren&#8217;t implementing solutions to =
address
these challenges,&#8221; says Miller. &#8220;There&#8217;s a disconnect =
between
having an awareness of the need to lower power consumption in the data =
center
and doing something about it.&#8221; That disconnect is where you, the =
trusted
advisor, can help. <o:p></o:p></span></font></p>

<p><strong><b><font size=3D2 color=3Dblack face=3DArial><span =
style=3D'font-size:10.0pt;
font-family:Arial;color:black'>Sell Storage Based On A =
Payback</span></font></b></strong><font
size=3D2 color=3Dblack face=3DArial><span =
style=3D'font-size:10.0pt;font-family:Arial;
color:black'><br>
Power consumption in data centers has become such a problem that many =
storage
vendors such as ONStor have used this as a major marketing point for =
their
storage systems. Pillar Data is another example of this. Pillar promotes =
the
environmental benefits gained by saving energy; however, it also makes a =
strong
business case for data center efficiency. Pillar&#8217;s efficiency =
quotient
calculates a utilization percentage by multiplying capacity and =
performance and
then dividing that result by power multiplied by space required for the
equipment. <o:p></o:p></span></font></p>

<p><font size=3D2 color=3Dblack face=3DArial><span =
style=3D'font-size:10.0pt;
font-family:Arial;color:black'>If your storage solution will provide 50% =
to 90%
more efficient operation than your customers&#8217; old storage =
solutions, it
will be an easier sell for you. This will help move you to a position of
selling storage based on operational cost savings, not just as a =
commodity. <o:p></o:p></span></font></p>

<p><font size=3D2 color=3Dblack face=3DArial><span =
style=3D'font-size:10.0pt;
font-family:Arial;color:black'>I can&#8217;t think of many sales pitches =
that
are more compelling than saving your customers money. Is it =
irresponsible to
profit from a noble-intentioned, environmentally friendly concept such =
as going
green? No. Resource conservation is going to happen regardless of what =
business
you&#8217;re in. If you are lucky enough to be a VAR that addresses data =
center
products such as storage, why not add sales while helping to save Mother =
Earth
with green products? <o:p></o:p></span></font></p>

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