20 September 2007—In an age of online shopping, video games, and banking—media and high-tech companies are struggling to keep up with soaring information demand. Big Internet firms such as Yahoo and Google have recently been on a data-center construction binge. But running server-crammed rooms without a glitch and keeping them from reaching boiling temperatures is not cheap. Powering and cooling data centers in the United States cost about US $4.5 billion in electricity bills in 2006, according to a reporton server and data-center energy efficiency that the U.S. Environmental Protection Agency presented to Congress on 2 August. Some computing heavyweights are already working on a solution. On 14 August, microprocessor maker Advanced Micro Devices convened a panel of IT and power supply vendors in Cambridge, Mass., in an attempt to nail down the hurdles to increasing data-center energy efficiency. Earlier this year AMD also initiated a consortium called the Green Grid to get the IT industry’s brains working together on reducing data-center power consumption. The Green Grid’s members include such big players as Intel—AMD’s archrival—and Hewlett-Packard, Dell, IBM, Microsoft, and Sun Microsystems. Following the Green Grid’s logic, everyone wins by cutting energy use at data centers. Operators lower their electricity bills, and… Read full this story
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