Artikel Dominique C Brack January February 2011 Issue Of It Professional

From KPIs
to the
Business
Case- [1st March]

Return on
Investment
on Green
[2010]
IT (So-
Called
GROI)
[Green IT has a great potential to help society optimise resource use, save
energy and reduce greenhouse gas emissions. To increase awareness on
this potential, we are writing a non-profit making internationally
[Dominique C.
collaborative book, released under a Creative Commons license Brack]
Why Green IT?]

From KPIs to the Business Case- Return on 1st March
Investment on Green IT (So-Called GROI) 2010

Table of Contents
Foreword .................................................................................................................................... 2
Around KPIs ............................................................................................................................... 4
Key Performance Indicators .................................................................................................... 4
Green Procurement ................................................................................................................... 21
Green e-Waste Disposal Guidelines:........................................................................................ 26
1 Green IT Business Case ........................................................................................................... 33
Green Return on Investment (GROI) ....................................................................................... 39
Dominique C. Brack: Closing Remarks ................................................................................... 44
Something to Think about ........................................................................................................ 49
About the Author ...................................................................................................................... 51

Except where otherwise noted, this work is
licensed under http://creativecommons.org/licenses/by/3.0/


Foreword

Dominique C. Brack is a contributing Author to the publication of a book around “Green IT”.
http://greening.it/contributors

Please have a look at the website of the project: http://greening.it/
2
Draft of the current book: http://greening.it/book/releases

The following document is Dominique‘s contribution to this book project.

Behind the project

Green IT has a great potential to help society optimise resource use, save energy and reduce
greenhouse gas emissions. To increase awareness on this potential, we are writing a non-profit
making internationally collaborative book, released under a Creative Commons license
Why Green IT?

Today Western economics are largely characterised by service-based economies, sustained by
Information and Communication Technologies (ICT). Our economies evolves around ICT:
Our public sector is based on it, the financial sector is based on it, the energy sector, the
transport system, the education system, the health system - all are largely dependent on
Information Technology.

Our societies developed this way, because IT was able to make daily routines easier, quicker
and more efficient. IT has optimised a number of processes and has helped society progress.

Globally IT is responsible for around 2 pct. of the world's emission of greenhouse gases. The
IT sector itself contributes, through its massive consumption of energy, to greenhouse gas
emissions – and thereby continuously adds to the cause of the problem. At the same time,

however, the IT industry can provide the ‗technological fixes‘ we need to reduce emissions
and form a solid base for the Low-Carbon society. We call this Green IT.
What about climate change?

The majority of scientists today, believe that climate change is caused by the emission of
greenhouse gases to the atmosphere. The most common greenhouse gas is carbon dioxide or
CO2, which is emitted as a result of consumption (incineration) of fossil fuels. All sectors of
3 society and all IT components require energy to perform their function – thus contributing to
climate change.

The effects of climate change is global warming that causes melting glaciers, rising sea-levels,
floods and droughts, more extreme weather events etc. All in all the effects of climate change
will make life on Earth more difficult, and it will hit the hardest in low-lying and poor areas.

Climate Change and Global Warming are the effects of unsustainable consumption patterns in
an industrialised world. And most people are by now convinced that we need to solve the
problem, to avoid severe consequences on the environment and on our livelihoods.

IT plays an important role in this development due to its potential to further optimise
processes and routines. What we want is a Low-Carbon Society where industrial processes
have been optimised, energy production have been turned green (based on renewable energy)
and consumption in general has been transformed to a more sustainable path.



Around KPIs

As sustainability, carbon, and climate change initiatives become more widespread, CIOs are
likely to be called upon to develop and report sustainability performance indicators, especially
those with direct and material financial implications. These indicators are essential to meeting
evolving disclosure requirements and effectively managing sustainability programs. Key
4 performance indicators (KPIs) are the backbone of balanced scorecards, dashboards, and any
other fancy technology you can imagine. It is state of the art or best practice to have those
tools. While it may be tempting or even irresistible to create visual metaphors, more often
than not these are misused, without an understanding of what actually constitutes a good KPI
and delivers long-term value to the organisation.

Key Performance Indicators
My goal in writing this piece is to give you a solid platform for understanding and
applying performance management principles based on KPIs. Rather than simply provide a
list of possible KPIs, I would like to involve you in the process of creating and developing an
understanding of them. In this way, you will then be able to assess whether certain KPIs are
helpful or not. I find this to be a more sustainable and efficient way of using of your intellect.

What Are Key Performance Indicators?
A myriad of tools and methodologies, including sophisticated software, are available
for measuring and applying performance management. The basic underlying principles or
objectives of these systems are all the same: producing data in a meaningful way, thereby
enabling management to make informed, fact-based decisions. Key performance indicators
are related to goals or objectives. KPIs are used to assess current performance and provide a
means for tracking performance against that goal or objective. Each KPI is based on a metric,
making it a quantifiable measurement. Not every metric makes a good KPI. Good KPIs are
based on the organisation's critical success factors and aligned with corporate principles (e.g.,
corporate social responsibility, corporate governance). They differ for each organisation and
industry. Specific green or sustainability KPIs can be similar for different organisations and
industries (i.e., reducing the carbon footprint of Information Communication Technology


(ICT) or a green procurement policy might be alike, although they are weighted in different
ways. Whichever KPIs are selected, they must reflect the organisation's goals and align with
critical success factors. If the organisation's goals and principles change, the KPIs must
transform as well. At the same time, the definition of the KPI and how it is measured should
not change often.
In performance management, one of the basic rules in defining goals is to apply the
principle of setting specific, measurable, aligned, realistic, and timely (SMART) goals. Take
5 it another step, add two more considerations, and create even SMARTER goals: the addition
of "ethical" and "recorded" to the model makes it even smarter!

Do I Need Those?
Once you have a set of KPIs, you can use them in different ways: for forecasting and
long-term analysis of specific developments, discovery of deviations, or as performance
management tools. Applied correctly, KPIs can be used for setting organisational,
departmental, and individual/personal goals. KPIs give the organisation or individual a clear
picture of what is important and how it will be measured. With the focus on KPIs, everyone
knows what he or she needs to make happen. Consider also linking incentives to reaching
KPIs, making them public and transparent. In this way, they become motivational tools. On
the downside, poorly selected and defined metrics (i.e., unachievable goals) will result in low
participation and dissatisfaction among the participants.

Quantifiable and Key to Organisational Success
A KPI of any value needs to be quantifiable. A generic goal like ―become more green‖
is useless as a KPI without understanding the scope and applicability. What does it mean,
exactly--should the staff wear green body paint, or should the company logo be green? Should
bonsai trees be placed on every desk? It is important to define the KPI in a sustainable way.
The definition should have long-term view--for example, ―reducing the percentage of Cathode
Ray Tube Monitors – the bulky old monitors (CRTs) in use‖ rather than ―no CRTs.‖ Next, a
target needs to be defined for the KPI. First, baseline the KPI measuring points. For instance,
we know that the installed base of CRTs is around 25%. Now define specific and measureable
targets, such as "1st year: percentage of CRTs installed <15%; 2nd year: percentage of CRTs
installed <5%; 3rd year: percentage of CRTs installed <3%."


Experience Factor: Don‘t over KPI yourself; execute a top-down approach. Three to five
KPIs for every objective and level (organisational, departmental) should suffice. Less is more.

Corporate Additionally, ask yourself the following
Strategy &
Values questions:
define KPIs Specific - Objective: What I am trying to achieve?

Measurable (Multiple KPIs per objective; each objective
6 check
will have different strategies on how achieve
SMARTER Aligned
it)
Realistic
define KPI target - Indicator: What I am going to measure?
Timely
(Baseline and definition of course of
Ethical
test KPI development action)
Recorded
- Measures: How I am going to measure?
create/ accept KPI Peer review
(Qualitative, quantitative data related to
processes, inputs or output)
Implement and Adjust if necessary
- Targets: What are the expected results?
(Minimum/maximum or stretch target)
- Results: What have I actually achieved?

Remember...A fool with a tool is still a fool.

What are others doing? In a response to the PUBLIC CONSULTATION on
Information and Communication Technologies Enabling Energy Efficiency from the
European Commission, DG INFSO ICT for Sustainable Growth - Unit H4, Google is
supporting four key areas of leadership for the European Commission and EU governments:
 Encourage technology innovation - make renewable energy competitive and
mainstream
The problem with renewable energy is the economy of scale. Today, only 7% of energy
consumption comes from renewable energy. This is due to low supply, combined with high
production costs and, hence, high consumer prices. Europe‘s energy efficiency goal of using
up to 20% of renewable energy in the overall consumption requires an efficient public private
partnership.
 Establish and foster energy efficiency standards

Collaboration between industry and government is crucial to achieving better and more
efficient use of energy within the ICT sector and beyond. Industry possesses the technical
know-how to develop initiatives, while government is best equipped to direct energy policy.
A range of industry firms (Dell, EDS, HP, IBM, Lenovo, and P&G, among others) and
environmental and consumer organizations (Environmental Protection Agency, the World
Wildlife Fund) aim to set a new 90% efficiency target for power supplies. If achieved,
greenhouse gas emissions would be reduced by 54 million tons per year (CSCI Initiative,
7 http://www.climatesaverscomputing.org/).
 Use the Internet as a catalyst for efficiency and platform for information transparency
The Internet serves as the backbone to economies around the world. The availability and
reach of online information has become an important source for decision making by industry,
government, and citizens. Already, Web-based word processors, email, spreadsheets, and
presentation packages that allow for more efficient collaboration between people--known as
Software as a Service (SaaS)--are revolutionizing public services and business delivery. The
Internet has become a platform of information transparency. For example, the United Nations
Environment Programme has created the online Atlas of our Changing Environment, which
illustrates phenomena such as the deforestation in Brazil or the shrinking of Lake Chad in
Africa on Google Earth.
 Set standards for business to become carbon neutral
Widespread carbon footprint reduction by businesses will be an outcome of ongoing
legislative proceedings at the EU level.

© Google Earth Day logo (April 22nd 2009)

Google itself has implemented a number of internal policies in order to achieve carbon
neutrality. The baseline for the policies is defined by metrics based on calculated emissions:
fuel use, purchased electricity, business travel, construction, employee commuting, and
manufacture of servers globally.



A three-step approach has been taken in order to achieve carbon neutrality:
1). Increase the energy efficiency of operations;
2). Use and create clean and renewable sources of energy; and
3). Implement high-quality carbon offset projects.

Efficient Computing
8 Google desires to be a leader in energy efficiency. Google‘s data centres are said to
use half as much energy as a typical industry data centre, while powering the same amount of
computing. Apparently, these improvements have been achieved through the use of
increasingly efficient power supplies and evaporative cooling technology. The application of
these measures has cut the company's power consumption by more than 50% (Google press
release Mountain View, California (August 19, 2008) Philanthropic arm Google.org,
announced $10.25 million in investments in a breakthrough energy technology called
Enhanced Geothermal Systems (EGS)). Google has also started to share what they have
learned around efficient computing. In 2007, Google helped found the Climate Savers
Computing Initiative. The goal of this industry-wide consortium is to reduce computer power
consumption by 50% by 2010.

Green Buildings
Google has established policies to follow responsible environmental practices. All of
Google's main buildings in Mountain View, California, use sustainable building materials that
are environmentally friendly and healthier for employees (Cradle-to-Cradle-certified products,
fresh air ventilation, and PVC- and formaldehyde-free materials). They also gradually retrofit
the global offices with high-efficiency lighting, thereby improving the use of natural light, and
optimise building control systems. They plan to reduce and eventually eliminate the use of
incandescent light bulbs in the global offices and replace them with more efficient fluorescent
bulbs. Google uses motion sensors and other lighting controls to decrease power usage and
expand the use of power management software for desktop computers.


Solar Panel Installation
Google is also enthusiastic about using more renewable power. Last summer, Google
switched on one of the largest corporate solar installations in the United States (Mountain
View headquarters). The solar panels produce 1.6 MW of electricity, enough to power
approximately 1,000 average California homes. The photovoltaic panels cover the rooftops of
six buildings and two carports at headquarters. The electricity produced offsets of
approximately 30% of peak electricity consumption for those buildings. The system is
9 expected to break even in 7.5 years.

©Google, Carport Solar Panels

Renewable Electricity Cheaper Than Coal (RE<C)
Google believes that, in order to avoid devastating climate change, business cannot
deliver low-cost, clean, renewable energy soon enough. Unlimited production of electricity
from renewable sources will not make a difference unless it is cheaper than electricity from
coal. In the fall of 2007, Google launched an initiative called RE<C, which aims to create
utility-scale renewable electricity that is cheaper than coal. Google has established an internal
research and development group with dedicated engineers that will focus on renewable energy
technologies. Google.org, Google's philanthropic branch, has also invested $30 million to date
in renewable energy technologies (solar thermal and high-altitude wind technologies).



RechargeIT Initiative
RechargeIT is a Google.org initiative that aims to reduce CO2 emissions. It wants
accelerate the adoption of plug-in hybrid electric vehicles and vehicle-to-grid technology in
order to cut oil use and stabilize the electrical grid. The overarching vision is that one day
thousands of cars will be plugging into a green grid. Google operates a fleet of plug-in hybrids
to measure their performance and demonstrate the capabilities. The cars, known as the GFleet,
10 are available for employees at headquarters at no charge. They are powered by solar carports
on campus. Google.org announced a EURO 6.3 million request for investment proposals from
companies developing plug-in and related technologies. Additionally, Google.org granted
more than EURO 630,000 to this project.

©18.06.07 Google, Brin and Page "refueling" a RechargeIT Car
Green Employee Benefits
Google encourages its employees to make the best use of company resources and
facilities. There is an extensive shuttle system in the San Francisco Bay Area, transporting
more than 1,500 staff to and from work, which runs on biodiesel. The Self-Powered
Commuter (SPC) programme for employees donates EURO 60 to the charity of choice for
every employee that cycles or walks to work every 20 days. Employees purchasing a hybrid
vehicle receive a subsidy toward purchase. Last year, all European employees received a free
bicycle to encourage the use of non-polluting forms of transport.


Employees at various Google offices around the globe have established ―green
committees‖ to brainstorm ideas and research how to make the company greener. Google
encourages these initiatives and implements internal green policies and campaigns
encouraging the sensible use of PC energy, paper, and lighting and the responsible disposal of
waste.
From Google's example, you can see that KPIs are manifold and can come from different
areas.
11


The following graphic depicts the product lifecycle and areas of possible KPI definition/
application.

12

With the above graphic, I want to introduce you to the concept of spheres of influence.
Typically, your sphere of influence is based on your competency within your role in an given
organisation. A CIO's sphere of influence is higher around strategic ICT decisions. A system
administrator's sphere of influence is focussed on systems and technology. A company's
influence is typically directed by the triple bottom line. The triple bottom line and the CSR
principles encourage you to consider economic value, social impact, and environmental
practices within your decisions. I deliberately widened the triple bottom line in the graphic. I
wanted to incorporate the product lifecycle from an environmental practice perspective into
the company‘s corporate governance. In practical terms, this indicates that it matters where
things come from, what they are made of, how much energy has been used to produce them,


how and where they are manufactured, their internal use, and how they disappear--in other
words, how they are recycled and where the waste ends up. To me, this is exactly what green
thinking is about. In the future, I can even imagine the extension of social impact in an end-to-
end view. Analogous to the former example, I would hope that companies, too, will
eventually care who manufactured the product and under what conditions, laws, wages, and
secure handling, etc. But this is for the longer term.
Is this relevant to KPI creation and applications? Yes, it is! You can set KPIs for your
13 spheres of influence or you can extend your sphere of influence because you think it is
important or relevant. Think outside the box!

Experience factor: In my experience, most companies are quite capable of defining and
managing KPIs within the operational areas. Now, as they cultivate a more environmentally
friendly attitude, companies are looking into what can be done differently or in addition to
what they are already doing. For most companies, I have supported the development of green
procurement policies or eWaste disposal guidelines.

Every activity that a business performs has an impact on a social, economic, and
environmental level. These impacts are often not obvious or immediate; they may be merely
hidden or indirect and only appear when you take a more holistic view. From an
environmental perspective, the whole lifecycle of a certain product or service is relevant. The
lifecycle looks at the total interrelationship--from raw materials to manufacture, to the product
throughout its use, and from disposal through recycling to create new raw material. Products
have different environmental impacts at different stages of the lifecycle. Aluminium, for
instance, has an negative environmental impact when the raw material is extracted, but it is
relatively benign when used or recycled. On the other hand, a printer will have its main
impact during its utilisation, because of the consumption of consumables--paper, in this
instance. For a washing machine, the same principle applies, due to its use of electricity,
water, and washing powder during the utilisation period of the lifecycle.
In the realm of information technology, it is important to assess the impacts of the
products in use. From a risk and financial perspective, it is becoming relevant to consider the
entire lifecycle of the products you utilise. As legislation changes and mandates the recycling
of specific products in a controlled fashion, there is already a financial impact--when you


want to recycle CRT monitors, for instance. Usually, you have to pay more to dispose of these
products. This means that if your products get recycled incorrectly and end up dumped in
Third World countries, the company may find itself in a reputational and financial disaster.

Experience factor: Most organisations rely solely on the recycling label provided by the
manufacturer. As with all things, an organisation needs to be diligent in its handling and try to
see past the label. Closing one's eyes or referring to the business partner as the one at fault
14 does not work in the long term. By putting provisions, RFQs, RFTs, and recycling/ disposal
contracts into tender, you can be assured that the legal side is covered, if not the moral one.

When defining objectives and, subsequently, KPIs in the extended spheres of
influence with the intention of making an allowance for the full product lifecycle, you will
discover that these areas are filled with labels of all kinds, either for energy consumption or
not consumption, materials used, toxicity, recycling, etc. The crux with these labels is that you
don‘t know whether they are credible or not. This area is also the battlefield of
"greenwashing": the means of presenting a product in a specific light or focus with attributes
it doesn‘t really possess. More about greenwashing later in this chapter.

True story: One client proudly stated: "Our servers are powered by 100% ―Green Power‖;
therefore, we produce 0% CO2 emissions." This one made me really think. It went on to say
that the company hadn't chosen the cheapest solution, only the best (greenwashing?). I will
spare you this nonsense. First of all, everything that turns, moves, lights up, makes sounds,
etc., creates emissions. The above logic, when applied to a washing machine, would mean that
I am green when I am using ―Green Power.‖ What about the water usage the cleaning
detergents, heat dissipation, and the recycling/disposal at the end of the lifecycle? Do you
think it is true that the company produced no emissions? In this case, the statement referred to
an offset, which makes the first part of the statement true, but the second part is false. Out of
the three general options for reducing greenhouse gas and being environmentally friendly--
becoming more efficient, using less, and offsetting--offsetting is the easiest to start with, but it
is not the most effective.


Strategies and policies with an ICT focus
Green ICT strategy: One of the greatest challenges in integrating "green" into the
business agenda and developing a green ICT strategy is how to connect boardroom policies
on corporate social responsibility (CSR) and green IT on practical terms. A carefully created
green IT strategy can help to reduce a company's negative impact on the environment, while
adding value to the overall business strategy. A thorough green IT strategy should consider an
end-to-end view, incorporating the complete lifecycle of assets. Demonstrating care and
15 commitment to the environment eventually raises a company's public profile and reputation
with stakeholders. The greening of IT operations can support the three crucial aspects of
sustainability for an organization--economic, environmental, and social--the so-called ―triple
bottom line.‖ With the triple bottom line in mind, there is a real opportunity to think outside
the box and execute true leadership and innovation in adapting principles outside the standard
spheres of influence (see also the graphic lifecycle).

“Greenwashing”
Occasionally a word or expression becomes so overused that it loses any real meaning,
and people become cynical or sarcastic about its usage. There is an argument that this is
exactly what has happened to the word ―green‖ in the business world. As it is likely to be
affixed to just about any business term imaginable--green this and green that--my observation
is that people are starting to suffer from a sort of "green fatigue." I personally consider
greenwashing to be a part of this problem.
Historically, "greenwashing" is a term derived from ―whitewashing.‖ Most everyone is
familiar with the expression ―whitewashing,‖ which is defined as ―a coordinated attempt to
hide unpleasant facts, especially in a political context.‖ Greenwashing is based on the same
premise, but in an environmental context. Some say it is whitewashing, but with a green
brush. When a company or organization spends more time and money claiming to be green
through advertising and marketing than it does actually implementing green business
practices, that‘s greenwashing.
There are many definitions and opinions of what constitutes greenwashing. The
definition I like most is one from CorpWatch:


green*wash: (gr~en-wosh) -washers, -washing, -washed 1.) The phenomenon of
socially and environmentally destructive corporations attempting to preserve and
expand their markets by posing as friends of the environment and leaders in the
struggle to eradicate poverty. 2) Environmental whitewash. 3) Any attempt to
brainwash consumers or policy makers into believing polluting mega-corporations
are the key to environmentally sound sustainable development. 4) Hogwash.
CorpWatch Definition
16
True story: The story of McDonald‘s going green was news all over Europe. Apparently,
McDonald‘s is changing its traditional red backdrop in the company logo to a deep hunter
green, in order to promote a more eco-friendly image in Europe. By the end of 2009, about
100 German McDonald‘s restaurants will have made the change. In Great Britain and France,
some franchises have already started using the new colour scheme: green behind the golden
arches. Is this greenwashing, or not? Jumping on the marketing bandwagon? I suppose that
there is more to the story than just changing the logo, but, unfortunately, this has been placed
in the foreground. Martin Nowicki, the spokesman for McDonald‘s in Germany, told the
Associated Press: ―This is not only a German initiative but a Europe-wide initiative.‖


The following table highlights some KPIs for consideration.

Area Strategic KPI Description Evaluation
Objective [RAG]

Amber
Green
Red
17 ICT Datacenter Datacenter PUE is calculated by dividing the total power
power usage usage of a data center by the power usage of
effectiveness IT equipment (computer, storage, and
(PUE) network equipment as well as switches,
monitors, and workstations to control the
data center).

ICT Datacenter % of servers Percentage of servers located in data centers.
located in data
centers

ICT Datacenter Data Center In data centers, the DCiE shows the
Infrastructure percentage of electrical power that is used by
Efficiency IT. Then 100% – DCiE is the amount that is
(DCiE) used by all other equipment, for example
cooling and lighting.

ICT Infrastructure Watts per Watts per active port is the total of the power
Active Port consumed by all the networking infrastructure
(routers, switches, firewalls, etc.) divided by
the total number of active ports.

ICT Infrastructure Average % of Average percentage of utilization of CPU of
CPU utilization system during the measurement period.
per server

ICT Infrastructure Average % of Average percentage of utilization of memory
memory capacity of system within measurement


utilization period.

ICT Infrastructure % of "dead" Percentage of “dead” servers i.e. servers that
servers are not used based on for example hardly any
CPU utilization.

ICT Infrastructure Number of Number of alerts/events on exceeding system
alerts on capacity thresholds. For example, when CPU
18 exceeding or memory utilization thresholds on systems
system are exceeding the set warning limits.
capacity Increasing number of alerts may indicate that
thresholds system capacity nears its maximum.

Area Strategic KPI Description Evaluation
Objective [RAG]

Amber
Green
Red
Operations Supplies % recycled Percentage of recycled printer paper in use.
printer paper

CSR Operations % of energy Percentage of energy used from renewable
used from sources (“green energy”).
renewable
sources

CSR Human Carbon Measures the impact that activities have on the
Resource footprint environment measured in units of carbon
dioxide.

CSR Facilities % of total power Percentage of total power that is “green”
that is “green”


power power.

CSR Human % of employees Percentage of employees using public
Resource using public transport.
transport

19 Operations Facilities Total on-site Total on-site created energy (in Gigajoule) in
energy measurement period (e.g. monthly, quarterly,
yearly). This is energy that is created for
example in the manufacturing process and that
can be (re)-used.

Operations Facilities Average Average electrical consumption in KWH per
electrical measurement period (e.g. daily, monthly,
consumption quarterly).

Operations Facilities Total Energy Total energy use (in Gigajoule) in measurement
Use period (e.g. monthly, quarterly, yearly).

CSR Operations Greenhouse gas Greenhouse gas (GHG) emissions within
(GHG) emissions measurement period.

Operations Finance Energy saved Amount of energy saved due to conservation
due to and efficiency improvements.
conservation &
efficiency
improvements

Operations Human Number of Number of paper pages used per employee (e.g.
Resource paper pages per day)
used per
employee

CSR Human CO2 Tons per Measure the energy usage in terms of the tons
Resource employee of CO2 produced by the business per employee.


CSR Ethics % of suppliers Percentage of significant suppliers and
screened on contractors that have undergone screening on
human rights human rights and actions taken.

CSR Ethics % of employees Percentage of employees who consider that
who consider their business acts responsibly in the
that their society/community in which it operate.

20 business acts
responsibly

CSR Ethics % of eligible Percentage of eligible employees who signed
employees who the Business Conduct and Ethics Policy.
signed the
Business
Conduct and
Ethics Policy

Finance Procurement % of Percentage of procurement requests satisfied
procurement by the preferred supplier list.
requests
satisfied by
preferred
suppliers



Green Procurement

With combined purchasing power it is possible to influence both the price and the availability
of goods and services in the marketplace. Organisations are in a position to influence the
demand for environmentally preferable goods and services, as well as the ability of industry to
respond to the escalating use of environmental standards in international markets. By
21 integrating into procurement the application of environmental performance considerations,
organisations can achieve better and more environmentally friendly solutions or products. It
is seen as best practices–reducing the environmental impacts of operations and promoting
environmental stewardship–to integrate performance considerations into the procurement
process.
The following table lists the procurement success factors identified as being important
in the extended context of corporate social responsibility. Success factors are strongly related
to the mission and strategic goals of your business or project. The content of the table lists
guiding principles for the development of your green procurement policy.

Success Factors Objective
Procurement
Tender Process Contractual requirements
Supplier:
o Environmental policy
o Carbon footprint
o Carbon reduction initiatives

Standards Energy Star ratings
Suppliers’ equipment ratings
Certification (EPEAT, RoHS)

Equipment Selection Laptops/desktops vs. virtual desktops
Multi-function devices
LCD monitors

Carbon Offsets Carbon management principles


e-waste disposal Computers and peripheral devices
Mobile phones
Printer cartridges included
Buyback program

e-waste disposal Options for end of life
Equipment disposed of environmentally
Extend lifespan of equipment
22 Ensure does not go to landfill
Audit equipment disposal suppliers

e-waste collection Collect e-waste from within supply chain

Important: To ensure all considerations are taken into account, all equipment must be
procured through a central procurement unit. Before the procurement policy will be enforced,
all the procedures from an Information and Communication Technology (ICT) perspective
must be followed. The graphic below details the relationship between the procurement policy
and the ICT Chief Information Officer (CIO‘s) responsibility.

As ICT is the main contributor to carbon emissions, it makes good business sense to
reduce these emissions through a proactive approach. Products that consume less energy or
that are right-sized to the purpose will save substantial costs within the lifecycle (electricity
consumption, consumables such as paper or toner) and avoid costly disposal and recycling
consequences later on.


Electronics companies respond to consumer demand, over and above all other factors.
Most of them do not believe that consumers really care whether or not their products are
green. This is particularly so if it means they will cost more. Allowing consumers to
distinguish between green products and those that are not, on the basis of a sound
procurement policy, will change behaviour and improve the market with better and more
environmentally friendly products.
Noteworthy: In the realm of Datacenters, it is a generally known fact that the operational
23 expenditures related to the use of a Server (OpEx ↑) have surpassed the capital expenditures
(CapEx ↓) of the acquired hardware. This makes it even more important to incorporate a
holistic view on the lifecycle of ICT equipment and take operational aspects into
consideration as well.
When you reach out for environmentally friendly or green products, you will discover a
multitude of labels and products. The section on greenwashing delivers insight on how to
unveil products for which the label promises more than the product itself delivers. Take these
concerns into the procurement cycle (vendor evaluation part). Most electronics manufacturers
like to talk about their ―green‖ products, but as a matter of fact, electronics are still made with
a lengthy list of toxic materials, which are problematic both in production and when it comes
time to recycle or dispose of these products.

„There is no such thing as a 'zero carbon
footprint' – Especially not for electrical
components – Even if you are dead you create
emissions either through cremation or through
carbonisation in the ground!‖
—Dominique C. Brack


EPEAT (Electronic Product Environmental Assessment Tool) registry provides a ―green
label‖ by which computer companies can grade their products against some specific green
criteria and score them as Bronze, Silver, or Gold. However, the use of the tool is aimed at
institutional purchasers, not consumers, so many of the computers and other electronic
products that consumers want aren‘t even on this list. Products are also ranked in EPEAT
according to three tiers of environmental performance–Bronze, Silver, and Gold. All
registered products must meet the required criteria and achieve at least Bronze status.
24 Manufacturers may then achieve a higher-level EPEAT ―rating‖ for their products by meeting
additional optional criteria, listed as follows:
Bronze: meets all 23 required criteria
Silver: meets Bronze standards, plus at least 50% of the optional criteria
Gold: meets Bronze standards, plus at least 75% of the optional criteria

Most EPEAT criteria refer to environmental performance characteristics of the specific
product, and these must be declared for each product registered. Some criteria relate to
general corporate programs, such as a Corporate Environmental Policy or Environmental
Management System. These corporate criteria apply to all of a given manufacturer‘s EPEAT-
registered products, and participating manufacturers are required to declare to these criteria
annually. EPEAT operates an ongoing verification program to assure the credibility of the
registry. (http://www.epeat.net)

Greenpeace‘s Electronics Scorecard. Greenpeace uses a scorecard that grades companies‘
products against several criteria, although material selection is the important focus here. The
guide ranks the 18 top manufacturers of personal computers, mobile phones, TVs, and game
consoles according to their policies on toxic chemicals, recycling, and climate change. Each
score is based solely on public information available on the company‘s website. Companies
who are found not to be in compliance with their published policies will be deducted penalty
points in future versions of the guide. (http://www.greenpeace.org/international/campaigns/
toxics/electronics/how-the-companies-line-up)


The following table delivers input for possible provisions within a green procurement policy:

Relevance Provisions for a green procurement policy or RFQ‘s/RFT‘s

ICT All desktops, laptops, and computer monitors provided are required to
Specific have achieved Bronze registration or higher under the Electronic Products
Environmental Assessment Tool (EPEAT).
25 ICT Additional consideration will be provided for products that have achieved
Specific EPEAT Silver or EPEAT Gold registration.
ICT Suppliers may be required and must be willing to provide reports
Specific quantifying the number of EPEAT registered products purchased under
this contract.
ICT Enterprise Servers, printers, copiers, and fax machines must meet Energy
Specific Star criteria.
ICT All products must be listed in the corresponding Energy Star product list
Specific (www.energystar.gov) and EPEAT registry (www.epeat.net).
Packaging Does your company offer to take responsibility for the recycling of the
packaging waste associated with the products sold on this contract?
Packaging Does your company offer to ship products on this contract in reusable
shipping containers (such as durable racks) that can be returned to the
vendor or manufacturer for reuse?
Vendor Have you verified that all primary vendors and sub-vendors are not
sending electronic equipment with leaded glass, mercury, beryllium,
circuit boards, PCBs, or other hazardous components to solid waste
landfills and incinerators (including waste-to-energy incinerators)?
Vendor Do your contracts with primary vendors and sub-vendors specifically
prohibit the use of incarcerated labour for disassembly or recycling?



Green e-Waste Disposal Guidelines:

Continuing advances in technology mean that electronic products are becoming outdated
more rapidly. This, coupled with lifecycle strategies for ICT components, means that more
products are being thrown away, even if they still work. The lifecycle is the period of time
during which information technology hardware and software remains useful. The refresh rate
26 is the planned rate of replacement for information technology hardware and software. Within
the lifecycle, you may reassign certain hardware. For instance, you can define shorter cycles
for the primary use of the ICT components and then reuse the components in a secondary
cycle. This extends the total time of use for the ICT components. When you define lifecycles,
make sure you are covered by an appropriate on-site warranty and associated support levels.
In the case of critical equipment, it may also be effective to retain on-site spares that can be
used as replacements on short notice and returned to the manufacturer for repair. The
timeframes in the warranties normally reflect manufacturers‘ normal and extended warranty
periods for ICT equipment.
The following table represents typical lifecycles that many organisations have in place.
The concept of having two distinct lifecycles for ICT equipment extends the hardware‘s use
and assigns it in a secondary deployment to less critical roles in order to achieve full ROI and
minimize expenditures on new hardware. Secondary deployment or reassigning can occur for
a maximum period of two years. Well-defined lifecycles and disposal guidelines for ICT
equipment ensure that you are delivering satisfactory performance to the business and acting
diligently to manage the organisation‘s assets in the most efficient and effective way possible.
Equipment Type Primary Secondary
Deployment Deployment
Workstations 3 years 2 years
Laptops 2 years 1 year
Servers 3 years 1 year
Switches & Routers 3 years 2 years
Printers 4 years 2 years
Mobile Phones, PDAs 2 years 1 year
All other IT equipment 3 years 1 year



True Story: You may remember this headline: NASA needs 8086 chips and shops on
EBay for obsolete parts! In 1981, NASA sent up the first space shuttle, which used Intel 8086
processors for a host of diagnostic equipment. More than two decades on, these chips are still
being used to make sure the shuttle's twin booster rockets are safe for blast-off. NASA is
finding it increasingly hard to replace faulty chips. In the meantime, it has to rely on the old
equipment to replace something that breaks. Until recently, replacement chips have been
27 found in old medical equipment that NASA buys in bulk. Running low on these parts, NASA
turned to the Internet as a last resort. Hold on! Leave your old PC in the basement. The
agency and its contractors do not buy equipment from individuals; instead, they use Web
searches to find stockpiles of old parts, which they buy in bulk. "It's like a scavenger hunt,"
said Jeff Carr, a spokesman for the United Space Alliance, a Houston company that runs the
shuttle fleet. This is an example of having a very admirable (sustainable, environmentally-
friendly) lifecycle that has a downside as well.

There are a number of considerations one confronts when moving or disposing of computer
hardware. Some if not all ICT equipment may have sensitive data on the hard disk. This must
be removed and, where appropriate, backed up and/or transferred. Merely deleting files is not
sufficient to achieve proper wiping (erasing) of all data since data recovery software could be
used to ―undelete‖ files. Similarly, reformatting the whole hard disk may not prevent the
recovery of old data as it is possible for disks to be ―unformatted‖. In order to achieve proper
cleaning of the hard disk and other data-carrying equipment, wiping based on the Department
of Defense standard is recommended. There are a number of tools available to use when
applying this standard. This is to satisfy the requirements of the Data Protection Act and to
protect the company or individual from leakage of sensitive information. From an information
security and regulatory perspective, nothing is worse than finding your data in the wrong
place and hands.
Check for equipment with an OEM Microsoft Operating System license. This license
is tied to the equipment with which it was supplied and therefore cannot be retained for use.
Software purchased and licensed installed on the hardware is not transferable. All software
must be removed from hardware that is being discarded.


Important: To ensure that these considerations are taken into account, all equipment must be
scrapped through the ICT Services Department (CIO‘s responsibility). Before the disposal
guidelines are applied, all the procedures from an ICT perspective must be followed. Only
when the ICT equipment has been signed off by ICT (CIO) can it be moved into the reverse
logistics process of disposal and recycling. The graphic below explains the relationship of the
disposal guidelines and the ICT‘s or CIO‘s responsibility.

28

ICT equipment contains hazardous materials, such as lead, mercury, bromine, and
cadmium. The substances that cause the most concern are the heavy metals like lead, mercury,
cadmium and chromium (VI), halogenated substances (e.g., CFCs), polychlorinated
biphenyls, and plastics. Circuit boards, for instance, contain brominated flame retardants
(BFRs). During incineration, BFRs can give off dioxins and furans. Other materials and
substances that can be present are arsenic, asbestos, nickel, and copper. These substances may
act as a catalyst to increase the formation of dioxins during incineration. It‘s the
organisation‘s responsibility to consult with ICT to select and approve external agents for the
disposal of redundant equipment according to socially acceptable environmental guidelines.
What are the steps to be taken? Establish and define standards, procedures, and restrictions for
the disposal of non-leased ICT equipment in a legal, environmentally friendly, and cost-
effective manner. The disposal of computer hardware must be recorded in the asset register,
so the whereabouts of ICT equipment is under control.


Selecting a viable recycling or disposal partner is one of the most important steps one
takes in making sure that e-waste is handled acceptably and in a socially responsible manner.
Different government bodies have published regulatory frameworks for handling e-waste.
Similarly, various trade and industry bodies are also working to develop the best practices to
deal with ICT e-waste. It‘s important to scan the evolving code of practice and keep updating
(once a year) the e-waste guidelines to maintain the best practices for disposal of ICT e-waste.

29 Experience Factor: Think about making provisions for disposal and recycling of ICT
equipment in the procurement policy and in the RFQs or RFTs when buying new ICT
equipment. Require compliance with your disposal guidelines and refer to suggestions made
by the Electronics Take Back Coalition (http://www.electronicstakeback.com/index.htm). The
coalition initiated a campaign aimed at protecting human health and limiting environmental
effects in places where electronics are being produced, used, and discarded. The ETBC aims
to place responsibility for disposal of technological products on electronic manufacturers and
brand owners, primarily through community promotions and legal enforcement initiatives.
Recycling and disposal are costly, and no one knows whether future regulatory requirements
will make the process more expensive. Paying a small fee for recycling or disposal in the first
place means avoiding financial risk later on.
The EU policy on e-waste, which can be found in the Waste Electrical and Electronic
Equipment (WEEE) directive and the associated Restriction of the Use of Certain Hazardous
Substances in Electrical and Electronic Equipment (RoHS) directive, can be used as
references for establishing socially responsible recycling and disposal practices. The WEEE
and RoHS directives aim to substantially reduce the amount of electrical and electronic
equipment entering incinerators and landfills and to eliminate the hazardous substances these
products contain. The directive requires EU member countries to have recycling systems for
WEEE in place. There are different requirements for handling and disposing of materials in
10 WEEE categories. These range from small household appliances to medical equipment and
large automatic dispensers. More information is available at the following Web site:
http://www.weeep.org/ index.html.
Businesses and organizations in the United States can follow the e-Stewards Initiative
developed by a group of leading North American electronics recyclers and asset managers.
The e-Stewards claim to have developed an international standard, combined with ISO 14001,


upheld by the environmental community and written in conjunction with industry leaders and
health, safety, and technical experts. (http://www.e-stewards.org).
In November of 2009, Representative Mike Thompson introduced House Resolution
938, calling for ―a coordinated program for the reuse, recycling, and appropriate disposal of
obsolete computers and other electronic equipment used by offices of the legislative branch
using only those companies independently certified as meeting the e-Stewards Standard for
Responsible Recycling and Reuse of Electronic Equipment (which forbids the export of e-
30 waste to developing countries and use of prison labor).‖

This report has covered a lot of ground in the reverse logistics process for recycling and
disposal, and it may have given the reader some ideas about why this might be a very
important item on the green and sustainability agenda.
Electronics recycling is an industry plagued with despicable practices, including
dumping toxic e-waste in developing nations. It‘s very hard for customers to know whether a
recycler is using such practices or to tell whether a recycler is ethical or not. Guiyu is often
called the e-waste recycling capital of China. Much e-waste exported to China is sent to
Guiyu, which is known as ―the most polluted town in the world.‖ : - Fact Sheet 4 –
International, Trends Shore Regional Organisation of Councils. Recently, Accra, Ghana
(Africa) has also become an e-waste dump. Workers engage in highly dangerous practices,
including soaking appliances in acid baths to extract valuable materials, conducted under
alarmingly inadequate protective procedures.
The Basel Action Network (BAN), based in Seattle, Washington is classified by the
Internal Revenue Service as a 501(c)3 charitable organisation of the United States, and it is
based in Seattle, Washington. BAN‘s mission is:

BAN works to prevent the globalization of the toxic chemical crisis. We work
in opposition to toxic trade in toxic wastes, toxic products and toxic
technologies, that are exported from rich to poorer countries. Alternatively,
we work to ensure national self-sufficiency in waste management through
clean production and toxics use reductions and in support of the principle of
global environmental justice -- where no peoples or environments are dispro-
portionately poisoned and polluted due to the dictates of unbridled market
forces and trade.


What is BAN doing?
Toxic Trade -- BAN serves as the information clearinghouse for journalists, academics, and
the general public on the subject of waste trade. BAN maintains a website on international
toxic trade that can be accessed at www.ban.org.
Policy Advocacy -- Recognised by the United Nations Environment Program as the leading
organization dedicated exclusively to issues of “toxic trade,” BAN is regularly invited to
participate as an NGO expert at internal meetings and policy deliberations.
31 Research – BAN conducts field investigations in developing countries as well as providing
photographic and video documentation of toxic trade.
Campaigns -- BAN works with NGO organizations around the globe in campaigns to counter
any form of toxic trade.

Accra, Ghana. 2009 ©2009 Basel Action Network (BAN)



32

A view inside the burn houses where women sit by the fireplaces and cook imported computer
parts. Guiyu, China. May 2008 ©2008 Basel Action Network (BAN)

It is clear that the answer to our e-waste crisis lies not in finding new downstream
hiding places. Nowadays it is cheaper and more convenient to buy a new machine to
accommodate the latest software and hardware technology and their increasing demands for
more speed, memory, and power, than it is to upgrade the old. This rapid ―trash and buy‖
mentality comes with a monumental price that we as humans are just beginning to pay. We
need to change the paradigm that has prevailed over the past decades. The desire for faster,
smaller and cheaper must be governed by a new paradigm of sustainability that demands that
our products are cleaner, long-lived, up-gradable, and recyclable. It is time to reinforce the
call for sustainable production, environmental justice, and corporate and government
accountability in order to achieve these goals.



33

„ Easily forgotten and dismissed – India
(Meerut, Ferozabad), Africa (Accra,
Lagos) and China (Guiyu, Taizhou) will
not cleanup unaided - Why not dispose
and recycle properly now?‖



Green IT Business Case

34

In the world of Green IT, or sustainable IT, there is lot of ―blarney‖ or ―scuttlebutt.‖ Labels
and marketing phrases hammer the world in a never-ending fashion. Seeing behind this lack
of information, or rather misinformation, flow is crucial. There is no such thing as zero CO2
emissions or the complete absence of a footprint, specifically not in combination with
electrical components and information and communication technology (ICT) infrastructure.
Most of this publicising refers to the practice of ―offsetting,‖ which has a limited view of the
broader scope of environmental issues. Videoconferencing, for instance, is not a zero-carbon-
footprint solution. You might think so because you don‘t have to travel, but be assured that
technology is necessary for videoconferencing, and this technology will subsequently create
some form of emissions. From an efficiency perspective, videoconferencing is a great
solution; it certainly creates fewer emissions and is very effective.


The following table outlines strategies for promoting environmental friendliness and
sustainability, in preferential order. ―less‖ is most preferred, followed by ―efficiency‖
initiatives and the least preferred, ―offset.‖

Order of Objective Description Criteria
Preference

35 1 Less Less refers simply to using or creating Execute a frugal approach when it
less. From an environmental (not comes to consumption and
financial or operational) point of view, infrastructure. Don’t buy if you don’t
this is the most preferred approach. have to. Reduce your footprint
(literally), shrink office space,
recycle/reuse hardware, and share
desks and hardware. Don’t travel, etc.
2 Efficiency Most of the projects with a solid ROI These strategies include the bulk of
are within the efficiency realm. possibilities with economic impact:
Bluntly, this means doing things better virtualisation, higher server load,
with what you have or changing the videoconferencing, data centre,
way things are done to make them rightsizing, hot/cold aisles, air-
better. conditioning, power-safe mode, CRT
replacement, etc.
3 Offset Offset is raising awareness; it is an Buy credits, assign a budget to the
honourable thing to do. But the offsets, and play with scenarios. For
question must be, do I really need this instance, what would happen if a ton
bailout from a financial and risk of CO2 cost $10 or $100?
perspective? Contemplate different offset costs for
different geographical locations.
Consider local legislation. Watch
emission scheme developments.
Involve the corporate CSR team.
Model your tax strategy around
offsets.


Creating less is by far the most sustainable approach. Emissions and products not created will
minimise impact from a full lifecycle point of view. A product not created does not need to be
recycled and disposed of at the end of its lifecycle. This is contrary to the general direction of
common business, where ―more‖ usually is better and defines the economic success of an
organisation. Mature organisations are typically capable of realising projects in this area
because tangible ROI or direct financial benefits are often hard to see. The benefits achieved
are less tangible, i.e., reputation, CSR, competitive advantages, board commitment, and
36 customer demand.

Efficiency is where organisations can test their ground. Typically, a tangible ROI can be
achieved, and the benefits are more tangible, i.e., cost savings, top-line growth, shareholder
demand, and access to capital. It is recognised that IT consumes significant amounts of
energy. Specifically, data centres account for a large part of an organisation‘s expenditures
and energy consumption. For instance, for air-conditioning, the technology currently used by
a large number of data centres is based on room cooling. This is like cooling the whole
kitchen in order to have a cool banana on your kitchen top. There is lot of efficiency
potential–cooling needs to target the component requiring cooling, and, in the end, this is the
processor and power supply. In the kitchen example, you would put the banana into the
fridge; the next step would be to cool the banana directly with liquid pipes. It is analogous for
the data centre: Room cooling, row-based cooling, rack-based cooling, server-based cooling,
and processor liquid pipe cooling are the most efficient ways of applying cooling technology.

Offsetting is a service: The buyer pays another organisation to reduce its greenhouse gas
emissions in the buyer‘s place. Buying a carbon offset means investing in a project that
reduces greenhouse gas emissions. The underlying idea of carbon offsetting is that greenhouse
gases are distributed globally and the impact of their emissions on global warming is therefore
independent of the source. Some rather absurd practices have sprung from the companies
creating these credits, for instance, with tree plantations in developing countries. Some of the
problems are monocultures of trees, reducing biodiversity and environmental stability, or the
planting of non-native trees, resulting in ―green deserts.‖ Offsetting is a valid instrument for
inducing behavioural change, since organisations react mostly on pecuniary stimuli. From an


environmental perspective, this is the least preferred choice. Eventually, CO2 emissions may
become a tangible company asset, like desks and computers.

The real challenge in defining a business case lies in justifying the investment. You have to
win the support of the people who have the authority to give your project the thumbs up
(executive management). Building a compelling business case behind the proposed
technology investment is essential. Structuring a strong business case may be time
37 consuming, and sometimes tedious, but it is a necessary step that prevents misalignments and
frustration down the road.

How do you build a compelling business case for a new investment? The principal objective
should be to clearly define the business benefits and goals associated with the case. Most
projects already fail with this; they fall short based on a misaligned and unfinished business
case, neglecting to provide a comprehensive analysis of costs and benefits as measured
against the goal. While the overall objective of building the business case is to justify the
investment, it also serves the important purpose of setting a cooperative tone for the project
and getting all parties on the same page and working toward a mutual goal.

A strong business case for an investment puts the investment decision into a relevant and
specific (strategic) context. On the basis of the business case, senior management needs to be
able to comfortably make an informed decision. Without this tactic, it is unlikely that
executive management will agree to invest in the project.

When looking at the specific business case, some key factors should be taken into
consideration:

Corporate social responsibility
o Economic value
o Social impact
o Environmental practice
Regulatory, compliance, and policy-based aspects
Direct impact of climate change


The success of the business case will depend on the degree to which every stakeholder is
involved and aligned with the overall vision and business objectives laid out by management.
With a sound business case in place, and by considering the principles discussed above, the
myth that environmental responsibility diminishes profitability can be eliminated.

38



Green Return on Investment (GROI)

39
Hello, I‘m
GROI!


Green return on investment (GROI) is probably the most common term tossed around in any
IT or business organisation today. Chief information officers (CIOs) can add value to their
businesses by projecting potential GROI for new investments.
GROI refers to the relative benefits of an action and is normally calculated by dividing
the return from an action by the cost of that action. GROI analysis involves the evaluation of
the investment potential of a project by comparing the expected gains with the costs. In the
last few years, a more holistic view on GROI with the inclusion of metrics relating to
40 corporate social responsibility (CSR)–triple bottom has been favoured. There are various
opinions on the ways in which GROI should be measured and, consequently, different
conclusions regarding projects‘ actual returns on investment.
Faced with shrinking budgets and the increasing role of information technology (IT) as
both a source of energy consumption and a potential asset in the quest for sustainability, IT
organisations are confronted with a dilemma: ignore potential green initiatives until the
financial crisis eases or incorporate a more holistic view in terms of adding environmental
friendliness and social responsibility to the decision circle. Even when a budget is limited, the
incorporation of these efforts into a strong business plan that demonstrates a return on
investment might result in a winning argument.
Regardless of where a business stands in its sustainability efforts—whether it is
creating a baseline inventory or engaging in long-range programs—central and distributed
Information Communication Technology (ICT) must have a seat at the planning table. As a
consumer of energy and producer of greenhouse gasses, ICT plays a critical role in the move
towards green IT. CIOs must work alongside chief executive officers (CEOs) to show that
green IT can be truly green through the implementation of cost savings and GROI initiatives.
These leaders can contribute to an infrastructure and organisational landscape that is both
financially healthy and environmentally conscious.
In addition to Web conferencing and purchasing more energy-efficient products, ICT
offers other ways to help organisations burn less fossil fuel, such as telecommuting, which
reduces employee driving time and therefore cuts down on pollution.
Green technology investments positively affect companies‘ bottom lines. The very
purpose of such projects is to reduce energy consumption and other costly waste within an
organisation, resulting in such benefits as a smaller carbon footprint and more efficient energy
use.


When a company discusses GROI, the question is:

―What return can I expect in terms of both financial and
green benefits from the money
I'm being asked to spend?
41 What is my investment really worth?‖

The GROI does not solely encompass returns exceeding the original investment plus
the cost of capital; it should also include compensation for the risk of undertaking the project.
For example, if a project returns 50% of the investment and cost of capital is 40%, the
additional 10% may not be a sufficient justification of the project. Competition and changing
market conditions combined with the rapid pace at which technology, business environments,
trends, and IT-industry preferences change pose a significant risk to the realisation of future
benefits. To minimize exposure to unexpected changes, it is highly desirable to recover the
original investment as quickly as possible. Non-financial or indirect benefits are hard to
calculate and are vulnerable to errors and variances. If non-financial or indirect benefits
constitute a high percentage of the overall benefits, the potential for variance is high, and
vice-versa.


Not all green initiatives are alike, and many projects require the ―divide and conquer‖
approach. While an IT department can undertake some initiatives on its own, many projects
require full organisational support and close collaboration with other areas of the business. It
is advisable to determine which departments and individuals within a business execute which
projects best. The division of projects is based on percentages of expected financial and non-
financial benefits. If the percentage of financial benefits is high and a clear GROI can be
defined, the project bears minimal risk and can be executed by the IT department or an
42 individual within the organisation. Projects with a high percentage of non-financial benefits
typically involve the greater organisation and carry higher risk.


The following table details the delegation of specific projects using the ―divide and
conquer‖ approach.
IT/ Individual Organisation
Data centre optimisations Carbon neutrality, carbon offsetting and
(temperature, layout, HVAC, PDUs, carbon trading programs
generator, etc.)
Data centre redesign/rebuild (tiering) Utility rebates; reduced electricity costs
43 Green procurement policy for IT Comprehensive telecommuting policy;
technology enablement
IT equipment metering Full print output rationalisation, paperless
office
Monitor replacement (CRT) Reduction of greenhouse gas emissions
Life cycle management of ICT Emissions reduction (chemical pollutants,
equipment waste, water)
Company-wide PC power management Employee health programs
and scheduling
Operational savings Initiatives for improved employee
productivity
Combining heat and power systems for Office energy management
offices and data centres
Corporate social responsibility (CSR) Procurement of green programs
regarding IT programs
Virtualisation; server consolidation Green asset life cycle programs, equipment
recycling
Implementation of alternative renewable
energy sources (solar and wind)
E-waste disposal guidelines Green legislation compliance and efficiency
incentives



Dominique C. Brack: Closing Remarks

―Dare–if you care.‖

44

Green IT is not about PR or racking up brownie points with a few quick and easy initiatives. It
scores heavily on the corporate social responsibility (CSR) front. It needs to be an integral
part of any corporation‘s climate sustainability agenda. Green IT (or, more accurately,
―sustainable IT‖) can translate into substantial business opportunities and cost savings.
Sustainable IT has emerged as a key factor affecting businesses today. Executives are under
pressure to lead the adoption of sustainable business practices and need to understand what
sustainable means for their business and what needs to be done about it.
Sustainable IT is about utilising your IT in an environmentally friendly manner. That‘s
not just about using less paper, introducing equipment sleep modes, and virtualising. It‘s also
about handling e-waste responsibly and being diligent when purchasing; the whole product
lifecycle needs to be in the focus. Not only hardware but also software can have sustainable
characteristics. Poorly written software might call for more energy and processing time than is
strictly required. Green software must be written with the objective of decreasing the
processing time needed for a specific task, reducing the associated energy cost. The hardware
aspect is far more straightforward. Several schemes are available for rating computers based
on their energy efficiency and toxicity.
IT spending tends to be a business‘s second-largest outlay (after capital expenditure)–
it is difficult to imagine businesses not engaging suitably and simply fiddling with sustainable
IT in a limited fashion around the fringes of their organisation. Regulatory requirements and
compliance considerations based on the introduction of governmental CO2 schemes will bring
the topic of sustainability quickly back to the corporate agenda, although from a risk-based


perspective, initially. A few well-placed subsidies or pieces of legislation may hurry things
along.
With rising energy costs and a strong global focus on climate change, businesses
should consider actions to improve their corporate social standing. These cost pressures will
drive energy-saving initiatives, reduce energy waste, reduce consumption, and help preserve
the environment with the additional benefit of a reduction in environmental impact.
Management should be aware of alternatives and decide whether to embrace leading-
45 edge technologies, potentially generating cost efficiencies and competitive advantages for
their business and clients. Simply waiting for sustainable IT to become a business-as-usual or
mainstream activity is not executing leadership. There is an opportunity for business and IT
leaders to collaborate to deliver on sustainability objectives.



Key Success Factors
Enablers Sustainability initiatives embedded within
corporate strategy
Executive champions
Engaged and involved employees
Dedicated resources
46 Information and communication
technology
Sustainability initiatives fit within the
overall strategy and program
An engaged and involved community
Celebration of successes
Quantifiable targets and performance
reporting

Eliminate barriers Insufficient resources/budget
Corporate commitment
Insufficient priority/importance
Unclear targets
Culture
Legacy technology infrastructure
Requirement for short-term ROI
Inability to monitor/measure progress
Knowledge/understanding

Strong backup support Recognised standards
Relevant research
Independent advice
Training
Peer support group



The challenge for executives is to consider the economic, social, and environmental
implications to achieve a balanced outcome for their organisation. I hope these chapters have
provided insight and provoked thought on the topic of Green IT.

Experience factor: While working on large international assignments involving different
47 stakeholders and cultures, I have often been asked: How do I make the right decisions? Do I
decide in favour of socioeconomic means or the short-term view of KPIs relevant to
promotion and career advancement? This depends on your personal and professional work
ethic. The topic of what ethics means is monumental. Often you are forced to make quick and
rational decisions in an area you are just starting to learn about. Personally, I then call for
―The Three.‖ This means I reflect on three questions I ask myself. This is in no way scientific,
but it extends the frame of reference and helps to consider more than one point of view.

Dominique’s quick ethics check–ask yourself “The Three”

The bubble and Put yourself in the following position: Think of your unborn son or daughter and
me. imagine that your ethical decision will make front-page news and be posted on
every billboard in town, even making it to the local TV news and late-night shows.
Would you be happy for your son or daughter to hear, see, and experience this?
The future and Picture yourself sitting back, enjoying the fruits of your labour and achievements.
me. Now think about the best decisions you have made in the past. Does your current
decision stack up with those? Is it in line?
The social and Think of your mentor, an inspiring leader, or someone less fortunate than
me. yourself. If you have to explain your decision to this person, will it be
understandable or reasonable in his or her context?


During my professional life, I have seen a lot, the good and excellent and the bad and ugly.
Exceptional leaders and organisations have one thing in common—individuals make the
difference. Green IT and other environmental considerations are topics requiring true
leadership and vision. Set a new standard; be bold and innovative. Become the new
sustainability ambassador of your organisation.

48
―Decisions
shape the
present and
future–not
intentions!‖

For complaints, suggestions, praise, and warm fuzzies, please contact me at
GreenIT@807am.com. Yours sincerely, Dominique C. Brack.



Something to Think about
SIMPLE Earth Pulmonary Resuscitation (EPR) STEPS
1. ESTABLISH UNRESPONSIVENESS
Check the Earth for responsiveness. Talk loudly to her. Tap her on the
foot. Try to get her to respond.

49 2. CALL 1-800-HELP-EARTH
Quickly assess the planet. Send someone to call 1-800-Help-Earth and
report back to you. The person should tell 1-800-Help-Earth briefly what
the situation is and, if appropriate, that you are starting EPR.
If on another planet or out of the way location, send someone to meet
rescue personnel and direct them to Earth. From outer space this person
should also hold a flashlight facing the sky in his hand.
3. OPEN AIRWAY
Open atmosphere with head tilt-chin lift (CAUTION: use jaw thrust if
spinal injury is suspected). Check the atmosphere for any foreign objects.
Sweep the inside of the atmosphere with a finger to check for hidden
objects.
4. CHECK BREATHING
LOOK, LISTEN and FEEL for breathing. Place your cheek and ear close
to the Earth. LOOK at the Earth‘s chest to see if it is rising and falling.
LISTEN to the Earth‘s mouth to see if you can hear breathing. FEEL for
the Earth‘s breath on your cheek. Check the Earth‘s pulse at the same
time.
5. BEGIN RESCUE BREATHING
Deliver two initial breaths. Pinch the Earth‘s nose, give each breath
mouth to mouth (or with barrier device if available) over 1.5-2.0 seconds;
watch Earth‘s rise as you do this; allow exhalation between breaths.


6. BEGIN CHEST COMPRESSIONS
With the Earth‘s on a firm surface, place the heel of your hand on the
lower half of the Earth‘s exposed sternum. Lock your arms perpendicular
to the Earth‘s sternum with your shoulders directly above. Force
compression from your torso straight down without bending your arms.
Compress the Earth‘s sternum 1.5-2.0 inches, then release. Compressions
should occur at a rate of 100 compressions per minute. Perform 15
50 compressions only.

7. “RINSE AND REPEAT”
Perform two rescue breaths and 15 compressions alternating until you
have completed four breathing/compression cycles. Then check the
breathing again. Repeat the breathing and chest compressions. Continue
this pattern until more qualified assistance arrives! Good Luck with that!



About the Author

Dominique has been working in the field of security and
risk management for over 15 years. His areas of
specialization include IT risk management, security and
controls optimization, IT governance, and compliance
51 management. He is also a long standing member of
Information Systems Audit and Control Association
(ISACA) and the International Information Systems
Security Certifications Consortium, Inc. He worked on
large scale Datacenter projects (Tier-4) in Malaysia,
Vietnam and Australia. He has applied knowledge of the Green Grid principles, TIA-942 and
including other relevant standards (i.e. ISO). He was working for Big 4 firms, providing
information systems audit and sustainability services to large international organizations and
public entities, specializing in developing controls and frameworks to deal with sustainability
and risk management efforts. Mr. Brack was part of the team counselling News Corp
Australia around its ―One Degree‖ initiative. Mr. Brack is a frequent speaker at public and
private sector venues including federal agencies, state and local governments, and Fortune
500 companies. He is passionate about sustainability as a discipline and the work involved
with promoting the principles and spreading the word.


Artikel Dominique C Brack January February 2011 Issue Of It Professional

More Related Content

What's hot (20)

Viewers also liked (7)

Similar to Artikel Dominique C Brack January February 2011 Issue Of It Professional (20)

More from Reputelligence (20)

Artikel Dominique C Brack January February 2011 Issue Of It Professional