Sustainable IT creating new opportunities in the data center

Initiatives for sustainability are fostering an environment for innovation in the data center.

Whether it is for consolidating servers on equipment racks to use less energy, investing in renewable energy or deploying other programs for improved environmental efficiency, sustainability is becoming popular in the data center.

Sustainability is not only popular, but also profitable, knowIT reports.

Haluk Demirkan, professor of information systems at the W. P. Carey School of Business, and Robert Harmon, professor of marketing and technology management at Portland State University's School of Business, told the news source the recent success of green IT initiatives is leading to a growing trend to adopt sustainable IT.

In green IT programs, data centers and other organizations simply work towards efficiency regardless of cost. However, sustainable IT programs are developing that not only improve efficiency, but also create opportunities for revenue and business growth, the report said. This is simultaneously encouraging companies to invest in sustainability and helping them improve revenues.

Hewlett-Packard is among the major organizations pushing for efficiency in the data center. Recently, the company opened a new research lab in Colorado that will be entirely devoted to evaluating the financial viability of environmentally efficient next-generation technologies.

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