Solving and Profiting from the Power and Cooling Challenges in a Cloud Environment

1. Solving and Profiting from the Power and Cooling Challenges in a Cloud Environment Philip Fischer Data Center Business Development Mgr philip.fischer@schneider-electric.com

2. Cloud Computing The Market How Does Cloud Computing Impact DCPI? How Can You Help? APC Solutions and Resources

3. What is Cloud Computing? • Definition (NIST09) • Cloud computing is a model for enabling convenient, on-demand network access to a shared pool of configurable computing resources (e.g. networks, servers, storage, applications, and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction • In other words • Real-time delivery of IT infrastructure, services, and software over the internet or an internal web infrastructure • An extension or maturity of virtualization, but is much more than just virtualization since it impacts business processes, how we access data, and how businesses invest in IT • What does this mean to a user? • Using the cloud gives you access to your data using potentially any device from any internet connection. • Your data (and typically the apps needed to use your data) doesn’t reside on your device. Your data is stored and accessed over the internet

4. Most organizations (84%) say they employ at least one cloud application. IDC reports that 44% indicated that they were considering implementing a private cloud IDC also predicts that 69% of all workloads will be virtualized by 2013 Virtual machines will also rise from 6 VM per physical server in 2009 to 8.4 in 2013. The most commonly used cloud services are commodity applications Gmail Google Docs Facebook YouTube LiveMeeting WebEx Dropbox Salesforce iCloud LinkedIn Cloud Adoption

5. Hotel, Condo, or House

7. Cloud Delivery Models • Software as a Service (SaaS) • Software applications delivered via the cloud • common delivery model for most business applications, including accounting, collaboration, CRM, ERP, etc. • InTouch, Oracle, salesforce.com, openoffice.org, google docs • Platform as a Service (PaaS) • Online access to computing resources and programming tools that can be used to create/host cloud-based applications • AppEngine from Google, Force.com • Still developing • Infrastructure as a Service (IaaS) • Infrastructure resources (e.g. processing, storage, etc.) available via the web • Amazon web services, Rackspace, GoGrid, Flexiscale

8. Deployment Models Minimal Opportunities SignificantOpportunities Significant Opportunities Some Opportunities

9. Benefits from the Cloud CaPex reduction : Allows greater optimization & utilization of IT assets, doing more with less & achieve significant cost reduction by adopting the required capacity instead of building for maximum capacity. Ability to shift CaPex to OpEx OpEx reduction : Billing to the enterprise on a pay-per-use basis. Through automation, it reduces the amount of time & effort needed to provision & scale IT resources. Simplification : Allows simplification of the IT infrastructure resources to fewer standardized products, technologies & platforms. This reduces operational complexity & promotes operational consistency. Flexibility : Provides flexibility in the way to source, deliver & consume the IT services needed to build business capabilities. Agility : Compress the time needed to provision & deploy new apps & services from months to minutes. This increased agility brings new capabilities to market sooner, creating a potential competitive advantage.

10. Barriers to adoption… Security: Will I maintain my level of security? Compliance: Will it meet the same regulatory compliance requirements? Reliability & quality of service (QoS): Will SLAs for reliability and QoS be met in the cloud, especially given the multi-tenant use of the underlying IT infrastructure? Control: Can application owners still have the same amount of control over their applications and the infrastructure ? Flexibility in the choice of the vendors : Will the use of a vendor for cloud services or infrastructure prevent use of a different one in the future ? Will the enterprise's data & apps be tightly locked into a particular model?

11. Cloud Computing The Market How Does Cloud Computing Impact DCPI? How Can You Help? APC Solutions and Resources

12. Power & Cooling Mgmt & Administration New Server Spending WW Spending on Servers, Power and Cooling, and Management/Administration Spending ($M) Installed Base 45,000,000 40,000,000 35,000,000 30,000,000 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 0 Power & Cooling Market continues to expand Source = April 2009 Computing Infrastructure Trends: IDC 12

13. Cloud Computing will start to cause Ripple effects throughout the server industry v • Traditional server vendors will struggle to remain an arms dealer to service providers while competing directly with them through their own cloud offering • Advanced EU will systematically evaluate where to put which workload in the public cloud, private cloud, hosted, co-located or in traditional IT v v

14. IT PREFERS PRIVATE CLOUDS

15. Cloud and Convergence, 2014The Whole is Smaller than the Parts Streaming Security eMail Web $21B $18B File&Print Caching Workgroup Networking 2014Mkt Not $146B But $107B CAGR (10-14 ) Not 3.7% But -2.6% Storage Systems $32 Billion Networking Equipment $62 Billion Server Hardware $52 Billion Source: IDC

16. Cloud Computing The Market How Does Cloud Computing Impact DCPI? How Can You Help? APC Solutions and Resources

17. Cloud Computing (Virtualization) Myths Ambiguous terminology! Myth • Always increases efficiency • Requires high density data centers Myth • High density and high efficiency cannot coexist Myth • I don’t need to worry about power and cooling Myth

18. Impacts and Challenges of Virtualization Rack 1 Rack 3 Rack 2 Server • Virtual Applications Capabilities • Power off/on as needed • Move to larger compute resources • Consolidate to select servers • Save Energy • Disaster Recovery Vapp 1 Server Server V App 2 V App 5 Server Server V App 4 V App 3 Server Server Server Power Power Power Cooling Cooling Cooling Security Security Security Environment Environment Environment

19. To take advantage of the Cloud Business Model Data Centers have to be designed for… + + + DENSE FLEXIBLE AUTOMATED PAY AS YOU GROW LEAN DATACENTER + EFFICIENT + STANDARDIZATION Decrease CapEx AND OpEx, for better energy efficiency & reliability

20. Impacts and Challenges of CloudComputing

21. Challenge 1:Increased Power Density • Virtualization drives up power densities at a rack level • Cooling challenge • Per tile airflow of 300 cfm hard to maintain • Raised flooring and perimeter cooling not the right choice • Power distribution Challenge • Need new breakers • New voltage supply levels • Weight-bearing capacities should be reviewed

22. Challenge 2:Dynamic Power/Cooling Is Mandatory • Require the ability to manage server power by use of power-capping which is implemented by the VM or DCIM • DCIM works with VM manager by sharing info on power, cooling and physical space • VM manager can make better informed decisions about where to place or move VMs. • Need cooling system which can dynamically regulate cooling capacity

23. Virtualization Management Data Center Management APC InfraStruxure Operations Microsoft System Center Virtual Machine Manager 2008 Integrated Management

24. Challenge 3:Rapid Scalability Become Critical • Speed of provisioning new "servers" is super fast • Need agile infrastructure to cope • Need to take location of Cloud into consideration • Pick an area that's easier/cheaper to expand

25. Challenge 4:Availability Architecture Changes • Data center physical infrastructure should be designed based on the fault-tolerant nature of cloud-based IT model • redundancy is less important on the physical infrastructure side if the IT is highly fault tolerant. • Instead of 2N that would be used in a traditional, non-virtualized data center, an N+1 architecture may make more sense

26. Challenge 5:Virtualization Impacts Operations • Running simulations is important for planning purposes • Initially, virtualization leads to consolidation….but be prepared for rapid growth • Rapidly changing demand and capacity requires effective management tools in order to keep the operation up and running • Physical servers are now a capacity element just like power and cooling • Supply/Demand split has shifted in a cloud environment • demand is on storage space, compute and network access…. • Supply while traditionally being just power, cooling and physical space now includes servers and the network bandwidth

27. What’s the Solution?

28. Cloud Computing The Market How Does Cloud Computing DCPI? How Can You Help? APC Solutions

29. How Can You Help? • Assess the impact of consolidation, virtualization & cloud strategy • Effect of under-loaded CRACs, chillers, generators • Potential hotspots • Identify issuesin system design or operation that compromise efficiency and recommend solutions: • Row-based cooling • Scalable UPS • Predictive management tools • Estimate potential efficiency gains to enable return-on-investment (ROI) calculations for capital expenditures • Data Center Electrical Efficiency Assessment service

30. Claiming the efficiency entitlement • Allow you to deliver maximum energy savings of cloud/virtualization • Allow your customer to maximize reliability and predictability of their virtualized environment

31. FAST and EASY ™ Early Planning Tools Critical planning guidance before you commit • Quickly determine costs, efficiency, carbon footprint by … • Size • Density • Redundancy • Architecture Capital Cost Power/Cooling Efficiency Carbon Footprint Make informed decisions… BEFORE you design your data center

32. Go to latest online version of this tool Click to resume presentation Go Done Core | Virtualization-Consolidation | Rev 0

33. 120 kW data center capacity 90 kW IT load (75% loaded) 59 kW total server load (66%) PUE =2.04 Average 7 kW / rack DX air conditioning No redundancy $0.12 / kW hr Right-sized power & cooling Close-coupled cooling Use blanking panels High-efficiency UPS (96%) $193,123 After virtualization • 53 kW IT load (42% loaded) • 22 kW total server load • 75% servers virtualizable • Server consolidation ratio 20:1 • PUE =2.56 Case Study Annual electric bill Before virtualization Before Virtualization 27%savings 54% $140,305 savings After Virtualization 36%savings $89,251 After physical infrastructure improvements Optimized power & cooling • 60 kW capacity • Data center load 88% • PUE =1.61 Source: TradeOff Tool - TT9 Rev 0 “Virtualization Energy Cost Calculator”

34. Cloud Computing The Market How Does Cloud Computing DCPI? How Can You Help? APC Solutions and Resources

35. Solutions truly engineered as a SYSTEM NetBotz Environmental Sensors Switched & Metered Rack-Mount PDU Central Data Center Management Operations Management Symmetra PX UPS InRow™ cooling NetShelter SX racks

36. No matterWHERE YOU START Goals of Architecture Deliver the highest level of performance to meet customer needs … • Availability • Efficiency • Density • Manageability • Agility • Aesthetics No matterWHAT YOU NEED … regardless of where they are today • Greenfield • Brownfield • Fitout of existing room • New dedicated building

37. Next Generation Next generation InfraStruxure™ is a high performance, scalable and adaptable data center architecture that dramatically reduces cycle time and complexity from concept to design to installation Efficiency Savings 30% more power and cooling capacity Increase in density less space less cost per kW EcoStruxure for Data Centers IT Room building block Mechanical room Electrical room

38. The Takeaway …

39. Right Now! Together we are uniquely positioned to drive significant opportunities. Engage APC today! Whether you have an opportunity for our new Smart-UPS, engaged in cloud deployments or a data center project; the APC team is ready to support your needs

40. Educational Oppurtunities LEADERSHIP& INNOVATION White papersThought leadership from the Data Center Science Centerdcsc@apc.com Energy University Energy management awareness and education Data Center University Courses for those tasked with critical decision-making and infrastructure planning of data centers Schneider Technology Center 100,000 square foot facility in O’Fallon, Missouri is a showcase and testbed for Schneider, its customers, and industry partners to learn and teach efficient approaches to power and cooling

41. Follow-Up • APC Partner Pages • Cloud Computing Opportunity Kit • Dedicated Partner Support Line • 800-771-1APC • Become an APC partner and register an opportunity: • Channel.programs@apcc.com • Sign-up for APC Rewards: • www.apcrewards.com