DCP Program

Customer Access Program (CAP)



SUMMARY

Data Center Pulse Inc. (DCP), is offering a new innovative and timely Customer Access Program (CAP). CAP gives vendors unprecedented access to the community of datacenter decision makers and influencers while maintaining the anonymity of the members themselves Companies who seek to sell products and services for datacenters can purchase time to present to this select group of datacenter end users/influencers. The presenters can share new product information, do market research, qualify new product(s), market(s) and/or even check their own company’s strategic direction with respect to datacenters. The presentations are given through a highly interactive web interface and are archived for DCP members who cannot attend during scheduled presentation(s).

“This program gives product and service companies direct access to data center decision makers while protecting the anonymity of our end users.”, said Richard Donaldson, Vice President and founding board member of Data Center Pulse. “Historically, vendors go to trade shows with the expectation that <10% of attendees are their target audience. Through our CAP program, vendors will be presenting to 100% of their intended audience. The vendors maximize their reach, DCP members maintain anonymity and gain access to cutting edge solutions and information; it’s a win-win for all involved.”

The CAP program includes pre-presentation surveying to help target the content. Presenters will be able to initiate poll questions and conduct an interactive Q&A session during their web presentation. The presentation audio and screen capture is recorded and posted as content for internal use within datacenterpulse.org. Following the presentation, the presenters will have up to two days of Q&A discussion forums via the datacenterpulse.org portal. All current and future DCP members will have access to the presentation, survey results and Q&A threads. In addition, DCP members will then be able to rank the quality of this content and provide comments. In this model, highly ranked content automatically floats to the top of the dynamic page generation. This viral approach extends the life of presentation content by allowing it to be discussed and shared with the entire DCP community based on usefulness.

In an effort to level the playing field, DCP has set the pricing for this program based on company revenue. The goal is to foster innovation and encourage start up companies and others to leverage this interface as more than just a sales tool, it should be a springboard for innovation.

The CAP program is scheduled for release late fall of 2009


PRE-PRESENTATION

The presenting company will have access to the qualified user base to execute a survey to help prepare content tailored to this audience. No user names or companies will be shared during this activity. All users will be anonymous to ensure their anonymity.

There will also be a dry run prior to the actual presentation so all involved are aware of the mechanics and interface they will use to present. The presentation should be in power point format or acrobat. The presenting company will control their slides through the web interface. This pre-presentation session will ensure everyone is familiar and comfortable with the process and interface before they go live.

PRESENTATION

The presenting company will up to one hour to complete the presentation, real time polls and Q&A. This time will be strictly enforced, so please plan to deliver your message in a maximum of 45 minutes to allow for real time Q&A. If the overall presentation exceeds one hour additional fees may apply.

Only Data Center Pulse members and presenting company representatives will be attending these web presentations. We suggest that you limit the number of speakers to optimize the hour. The presentation audio and the corresponding slides will be recorded into video format. This video will then be posted in the Data Center Pulse portal for current and new members to access. The video will be tagged with the appropriate content type and key words for dynamic population in datacenterpulse.org.

POST-PRESENTATION

The presenting company will have access to a Q&A section through the Data Center Pulse portal for two days following the presentation. Q&A forums will be enabled for both DCP members and participating company representatives. The content of these discussions can be exported for participating company use. The portal
access will be disabled after 48 hours. All users participating in these forums will be anonymous unless they chose to have their information shared with the participating company.

QUALIFICATION

All presentations must have a minimum of 15 interested DCP members to be scheduled.

For more information, please email cap@datacenterpulse.org


About Data Center Pulse: Data Center Pulse (DCP) is a growing, non-profit, datacenter industry community founded on the principles of sharing best practices amongst its exclusive membership. Founded in late 2008, DCP is quickly becoming an industry nexus for the explosive datacenter industry’s operators and influencers. DCP’s mission is to align end users to share information thereby influencing the industry by defining, adopting and driving best practices and next generation solutions. The DCP members are the individuals that evaluate, recommend and purchase the products and services for the datacenter. They represent billions of dollars of annual purchases that drive the IT economy.



Standardized Data Center Stack Framework



Standardized Data Center Stack Framework Proposal: Driving for a standard to unite owners and operators in how they design, discuss, measure and compare their datacenters regardless of location, industry or function.

When you think about a data center, what do you picture? Almost any aspect could be imagined: mechanical & electrical systems, network infrastructure, storage, compute environments, virtualization, applications, security, cloud, grid, fabric, unified computing, open source, etc. Then picture again, how these items incorporate into areas of efficiency, sustainability, or even a total carbon footprint. Quickly the view of a data center becomes significantly complex, leading to challenges like answering the question of how efficient a data center is to company executives. Where does someone start to measure for these types of complexities? Are the right technologies to do so currently in place? Which metrics should be used for a particular industry and data center design? Data Center professionals all over the world are asking the same questions and feeling the same pressures. You are not alone.

Data centers are changing at a rapid pace; more than any other point in history. Yet with all the change, data center facilities, and IT professionals face numerous challenges in unifying their peers to solve problems for their companies. Sometimes you may feel like you are talking different languages or living on different planets. What do virtual computers and three-phase power have in common anyhow? Has your IT department ever come to you asking for more power without considering that additional cooling is required? Do you have hot spots in places you never expected to have servers? Has virtualization changed your network architecture? Your security protocols? What exactly does cloud computing mean to my data center? Is cloud computing being performed in your data center already? More importantly, how do I align the different data center disciplines to understand how new technologies will work together to solve data center problems?

The IT/Facilities gap is no longer a new topic of discussion. Almost any data center trade show will have at least one session about the infamous gap, but what tools do you have to close the gap? With ever increasing densities, weary data center professionals still have to keep the data center operating, while facing additional challenges relating to power efficiencies and interdepartmental communication.

To compound the problem, ‘green’ has become the new buzzword in almost every facet of our lives. Data centers are no exception to green marketing and are sometimes considered easy targets due to large, concentrated power and water consumption. New green solutions sometimes are not so green due to limited understanding of data center complexities. New green technologies may disrupt cost saving and efficient technologies already in use. Corporations are trying to calculate their carbon footprint, put goals in place to reduce it and may face pressure to apply a new solution without understanding the entire data center picture. Various government bodies around the world have seen the increase in data center power consumption and realize it is only trending up. It is only a matter of time before regulations are put in place, which will cause data center operators to comply with new rules, possibly beyond what a data center was originally designed for.

But we all know that the most visible pressure is that costs are rising. The uncertainty of the economy has everyone looking for ways to cut and optimize data centers further than ever before. Data centers have reached the CFO's radar and are under never ending scrutiny to cut capital investments and operating expenses. So what are data center owners and operators supposed to do? Invent their own standards? Metrics? Framework? Which industry standards and metrics apply to your data center and will they help you show results to your CFO? There has to be a better way. We need to unite as an end user community to create a common voice and attack this problem together.

Enter Data Center Pulse. In September of 2008, this new data center end user community was formed with one simple goal - influence the industry through end users. The DCP membership currently stands at 1067 data center owners and operators representing over 600 companies in 45 countries and almost every industry in the world. DCP members are the customer. They are the people that make the billions in annual purchasing decisions that drive the IT economy.

In February of 2009, Data Center Pulse (DCP) held a summit in Santa Clara, CA to tackle some of the biggest challenges our community was facing. Power, Metrics, Industry Alignment, Server Efficiency, Metrics, and Cloud Computing. Leaders from DCP drove each individual track. Findings from each track were presented to the industry the next day. Through the process, it became clear that a key component was missing. There was a lack of common framework to address all aspects of the data center - i.e. there are common building blocks that make up every data center in the world regardless of country, business, or function.

At the summit, the ‘cloud computing’ track was tasked with trying to understand the data center interdependencies from top to bottom. By doing so, users could analyze the potential outsourcing to a cloud technology solution. From these open questions, discussions and uncertain future technologies one data center operator, from a major financial institution, shared his view on the interdependencies of data centers. This view was a stack of building blocks; the fundamental ingredients, that make up a data center. All of the track leaders and participants realized that everything fits into one or more of these major building blocks. Blocks have interdependencies and turning a knob in one will affect something in another. We agreed that this stack framework should be developed as a common approach to unite users and providers on how to address the data center machine.

The Data Center Pulse Stack grew from this original proposal by including input from other data center operators. The DCP Stack graphic represents the first draft of this stack framework.

DCP-Stack Version 1.2

CLICK TO ENLARGE

The development continues, but the objective is simple - provide one common framework that will describe any data center, anywhere, doing anything. The discussions are framed around simple questions: Where is the data center? What feeds it? How is it designed? And, what does it do? By addressing each of these questions individual productivity metrics can be broken down into their respective blocks, which enables every data center to measure them the same way. Additional input included adding a baseline and carbon score in which provide a common way to answer "What feeds it?” Everyone needs power and a data center’s carbon score can be calculated. The next step is to apply industry established metrics for each block that is running in the data center. For example, PUE for the MEP layer. The platform layer would have one or more productivity metrics for useful work. Each of the metrics is then rolled up into a top-level efficiency metric that calculates your carbon score out. In essence, the carbon score in, the work performed inside the data center (all layers) and then the carbon score out. Similar to vehicle horsepower ratings, fuel efficiency, and a smog check, the DCP stack allows any data center to be compared with a simple, certified method of measurement that peers, industry manufactures, and company agree upon.

So what does this have to do with answering: What does three-phase power have to do with virtualization? Using the DCP stack like a map, all changes in the data center can be traced and used to identify interdependencies. Three-phase power is often needed for new servers that leverage virtualization (Server/MEP). The new server came with a new Storage Area Network (SAN) switch and storage array (Storage/Network). All the new IT equipment needed more cooling so it had to be placed in an area that can handle more floor tiles(Physical/Spatial/MEP). After installing the new servers, SAN switch, and Storage array 10x more work can be performed than with old equipment but the cooling is less efficient and the new IT equipment uses more power. The individual layer metrics changed, but the top-level efficiency score went up improving the carbon score as well. Consider that even though the cooling metric is less efficient compared to other data center certified scores, what is done in the data center may make the overall score better than a peer’s score.

Members of Data Center Pulse believe the best way to describe, communication, and innovate data center thinking between peers and the industry is through the use of a common data center stack framework. Do you agree? Do you disagree? What would you do? We would like to know. We would like everyone to participate in building this common framework. You can participate in this development by sending email to stack@datacenterpulse.org.

The stack framework can be found at HERE. Watch the website and the DCP YouTube channel for more updates on the stack development.



National Data Center Power Reduction Incentive Program



FINAL PROPOSAL

     Proposal to the United States Secretary of Energy, Dr. Steven Chu  

EXECUTIVE SUMMARY

Problem Statement

Upwards of 2% of our nation’s power is consumed by our nation’s data centers, computer rooms, and engineering spaces. The EPA estimates that annual growth in data center energy consumption is roughly 16%. Proven energy efficiency solutions exist for data centers that dramatically improve efficiency of power usage. However, adoption rate is abysmal. Solutions have existed for over 5 years, but are not adopted due to risk aversion, misunderstanding or lack of corporate prioritization. Decisions are based on a limited knowledge of the long term ROI potential. A small percentage of utility districts offer energy reduction rebate programs.These programs are unable to make significant headway in getting businesses to change their energy use habits due to the lack of a common national framework.

Opportunity Statement

The potential for data center energy efficiency improvement is as much as 80%. This target is too significant to ignore. With appropriate funding and focus we can reduce our nation’s power consumption over the next three years by upwards of 1% and in so doing also limit or even halt our long-term energy consumption growth. As corporations engage this program they will purchase capital assets, make capital improvements to their facilities, and push vendor companies to develop new more efficient solutions. Through this program we can improve the economy, strengthen our “green tech” industries and reduce our dependence on foreign energy.

Proposal

Data Center Pulse, an organization of independent, vendor neutral, national and global data center owners is proposing the creation of a partnership with the US Federal Government. Through this partnership a national standardized power efficiency rebate program related to data centers and other compute related facilities would be created. The program development and leadership would come from Data Center Pulse, with rebate funding support from a combination of the federal government and utilities.

There is no better time than the present for the U.S. Government to take a leadership role in combination with Data Center Pulse to support a nationwide compute infrastructure power efficiency improvement program in cooperation with utilities, utility districts, and business. With Data Center Pulse providing program leadership and management you have the strength of nearly 1,000 data center owners and operators with years of experience and expertise in this space providing a sounding board and “feet on the street” for the entire community of users and partners to leverage. By leveraging the Data Center Pulse end-user community, program development and execution can be accelerated and end-user adoption dramatically increased.


FEEDBACK

     feedback@datacenterpulse.org



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