Modular and Pre-Fabricated Data Center Infrastructure - Deerns

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Modular and Pre-Fabricated Data Center Infrastructure - Deerns

Volume 24 | August 2012ModularData Center DesignModular Designfor Small Data CentersData Center Ready-MixJust Add PowerSign up to receive DCJ Magazineat home by registering atwww.datacenterjournal.com


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FEATUREstoryModularDesignFor Small Data Centersby Jeffrey R Clark, Ph.D6 | THE DATA CENTER JOURNALwww.datacenterjournal.com


Modular data center design is a hot topic, andas companies struggle to meet their IT needs andsatisfy stringent budget limitations in a slow economy,any design approach that promises to reduce capital andoperational expenses and simplify builds and expansionsis fodder for consideration. Wholesale and colocation datacenter providers have become experts in modular designowing to the market they serve, where “right-sizing” ofinfrastructure—yet the ability to expand whenneeded—is a critical part of success. But whatabout companies looking to build small datacenters? By looking at the practices of datacenter service providers, these companiescan learn lessons in modularity that canyield tremendous benefits.www.datacenterjournal.comTHE DATA CENTER JOURNAL | 7


The First Lesson:Modularity Does NotNecessarily MeanContainersFor whatever reason, modularity hasbecome nearly synonymous with ISO-standardcontainerized data centers—but that isa very narrow interpretation of modularity.Although data center containers are oneparticular form of modular design, they arefar from the only such manifestation. Modulardesign, although it might involve large,mobile data-centers-in-a-box, can insteadfocus on specific systems (IT or facilities) ina traditional data center, and the scale canrange from large to small. Rather than beingisolated to movable containers, modularityis a means of designing and buildingdata centers in a manner that meets or onlyslightly exceeds current requirements whileenabling expansion via relatively simpleaddition of new infrastructure (as opposedto retrofitting existing infrastructure or constructingentirely new facilities).Data Center Containers: The“Paragon” of ModularityMay Not Be for YouFor a company looking to build asmall data center, the promises of containerizeddata centers are tempting. Fast,“plug-and-play” deployment. Lower cost.No need to build a traditional structure(just drop the containers in your company’sparking lot!). Mobility. But the benefits thatare often ascribed to containers may notmaterialize, particularly for a small company(or any company building a small datacenter facility). According to an EC&M article(“Modular Data Center Design Trends”),these benefits could well be overstated: “thepromise of a lower cost data center hasn’talways come true, especially in comparisonwith small, early phase traditional datacenters. In fact, the cost of the containerdata centers often reaches the price of aTier 4-classified center but without the elementsoffered by that level of data center.”Furthermore, beyond potential issues withreliability and vendor lock-in, “the speedof deployment, described as plug-and-play,is oversimplified. Container designs stillrequire a chilled water supply and a securesite, and, in some cases, applications forbuilding permits could delay deploymentfor months.”Thus, companies building small datacenters shouldn’t assume that containers areequivalent to modularity—nor should theydismiss traditional data construction out ofhand. If cloud computing and colocationdon’t fit the bill, data center containers arenot the only choice. Indeed, the containermarket is actually still quite small, and thelack of broad deployment (meaning a lackof plenty of examples to follow) mean thisroute may be less than ideal for a companythat wants a solid, reliable and inexpensiveas possible facility.Applying Modularity on aSmall ScaleConceptually, the modular approachis particularly ideal for companies buildingsmaller data centers. Demand for ITresources is generally increasing, and mostcompanies can and should expect theirdata center needs to increase over time. Butbuilding to cover anticipated demand, say,five years down the road invariably requiresguesswork and results in greater near-termcapital costs. Equipment that is purchasedbut unused must be stored and possiblymaintained; if connected, it can consumepower, increasing operational expenseseven though no commensurate service isbeing supplied.This reflects the situation for colocation/wholesaledata center providers. Tomaximize profitability, these companiesmust provide enough infrastructure (cooling,power distribution, network connectivityand so on) to meet customer demand,but going overboard can be costly. Unusedequipment has a shelf life. Imagine, forexample, buying a car now to meet theanticipated need of a growing family 5 to10 years in the future. Over that time, thecar only loses value—and it is still subjectto certain kinds of wear that could affect itsfunctioning. The same is basically true fordata center infrastructure. Buying serversnow, for instance, when they mightnot be needed for several years has severaldownsides:Capital, which could be used elsewhere, isspent on equipment that performs nouseful function for some time.Equipment loses value over time, even if itis unused.Even unused equipment may requiremaintenance.Exploiting new technologies (such asadvances in processor manufacturingtechnology) means buying new equipmentto replace old equipment that maynever have been used.Precious storage space—or possibly datacenter floor space—is consumed by idleequipment.Power is consumed by idle equipment if itis connected and turned on.Similar problems plague other types ofequipment that are purchased to “futureproof” the data center.Modularity isn’t necessarily oppositeto future-proofing, but it plans ahead in away that meets current requirements whileminimizing costs and enabling agile expansionwhen needed. It can be an effectiveapproach regardless of scale, meaning thatthe design tactics of a wholesale or colocationprovider can be applied successfullyby a company building a small data centeras well.Modularity Applies to MoreThan Just ITIT is the natural first considerationwhen one thinks of applying modularityto data center construction. As discussedabove, why buy a bunch of unneededservers and other IT equipment? Instead,a company—whether building a small orlarge data center—could add new serverracks when usage approaches capacity.These racks might even be preassembled:they can be shipped fully loaded withequipment, ready to roll into place andconnect. But IT is not the only applicationof modularity.Cooling infrastructure is a majorpower drain for most data centers. Theaverage PUE of data centers is estimatedto be around 2.0, meaning that only halfof all power consumed actually goes tothe servers and other IT equipment. Theother half is consumed by infrastructure:power distribution and cooling, primarily(although some is consumed by lighting,security systems and so forth). Requiredcooling infrastructure is proportional tothe power consumed by the IT equipment.Thus, deploying more cooling capacity thanthe data center needs makes little sense ifit can be added modularly as needed. Acolocation provider with unused space, forexample, would want to avoid maintain-8 | THE DATA CENTER JOURNAL www.datacenterjournal.com


ing unused equipment, in additionto avoiding the unnecessary capitalexpense, but would want to be ableto quickly expand capacity to meetdemand from new customers. The sameprinciple applies to companies buildingsmaller data centers.One particular application ofmodularity in this context is row-basedcooling. A whole-room approach tocooling may be excessive, particularly ifnot all the floor space in the data centerfacility is being used. By focusing onrows instead of the entire room, coolingunits can be positioned to yield maximumefficiency. Furthermore, as morerows are added in response to growingdemand for IT services, more coolingunits can be added to support the newequipment.Power distribution is the othermajor area benefitting from a modulardesign approach. From uninterruptiblepower supplies (UPSs) to power distributionunits and backup generators,adding new equipment as needed ratherthan to cover anticipated future needsprovides a number of benefits. Forinstance, by not overprovisioning UPScapacity a data center can reduce powerwasted by these units. A modular solution,however, enables scaling of powercapacity when demand requires it. Themain cost of the modular approachis more-careful planning to facilitatefuture expansion when demand approachesor meets capacity.Containers Not Out ofthe QuestionAlthough modularity does notnecessarily imply a containerizedapproach, data center containers arenot necessarily the wrong choice for acompany building a small data center.If planned and executed properly, containerscould be an adequate solution,although they do not provide modularityin the same way as would be appliedin a traditional facility. (Expansion inthe containerized approach is in fairlylarge units; in a brick-and-mortar facility,it can be in smaller increments.)A company might choose a halfwaymeasure: for instance, it might build afairly standard data center, deploying ITequipment inside the building, but usecontainers for cooling infrastructure. Ineither case, each company must carefullyevaluate its options and comparewith the advantages and disadvantagesof each approach. Not everything thatworks for a large company with amega data center will work for a smallcompany.ConclusionsThe main take away for companiesbuilding small data centers isthat modular design strategy does notnecessarily equate with data centercontainers. Don’t dismiss modularitysimply because it brings to mind industrial-lookingISO containers hauledin by tractor trailers. Modularity is farbroader a concept, and many companies—particularlysome colocation andwholesale data center service providers—haveemployed it extensively tomaximize their profitability. Modularitycombines a right-sizing approach withscalability, allowing a company to focuson current IT demand while maintainingthe ability to expand quickly andwithout redesign of an existing facilityor construction of a new facility. Thebenefits of modularity are primarily inthe area of capital expenses. Unneededequipment isn’t purchased for storageuntil it is needed (an approach thatdiverts capital from other uses and ultimatelyresults in lost value). Furthermore,storage and data center space isalso saved. But in some circumstances,even operating expenses are reduced—particularly when unneeded serversare not deployed and when excess UPScapacity is avoided, thus increasingoperating efficiency.Vendors offer numerous productsfocusing on meeting the needs of companiestargeting a modular approachto building their data centers. Forinspiration in their efforts, companiesdesigning small facilities can look tocolocation and wholesale providers,many of whose business models haveencouraged them to employ modularityto meet customer demand as efficientlyas possible. •Save Time...Save Energy...Save MONEY...Seal raised oor cable openingswith Air‐Guard grommets andrealize immediate cost savings inyour data center!Data centers require cool air tomaintain opmal temperature to keepservers funconing properly. Airmigraon or leakage through cableholes in data center oors bypassingservers can lead to drasc inefficientuse of cool air and wasted energydollars.With the installaon of Air‐Guard, animmediate energy savings benet isrealized. Air‐Guard signicantlyminimizes cool air loss, whileimproving stac air pressure to cooldata center equipment.Air‐Guard ExtremeAir‐Guard grommets are a simpleinexpensive soluon to promotemore efficient cooling of yourdata centerCall today for aFREE Air‐Guardbrochure1.866.631.4238Extreme,with Safety Coverwww.datacenterjournal.com1.866.631.4238 www.pducables.com


FACILITYcornerData CenterReady-MixJust Add Powerby Jun Yang, PE and Patrick Kenny, PE10 | THE DATA CENTER JOURNALwww.datacenterjournal.com


As some of the larger legacy data centerscome to the end of their infrastructurelife cycles, box and co-location technologiesoffer themselves as viable alternativesas self owned and operated facilities approachend of life infrastructure replacementsand costly facility overhauls.Future of the Data Centerin a BoxToday, we find the data center ina box concept fighting for a comeback.Similar technological improvements thatnearly made the data center in a boxconcept extinct is helping make containerizedsolutions a comeback. Businesseslooking to survive should keep a closewatch on emerging technologies such ascloud computing platforms and wirelesscommunication systems (in many respectspossibly having a similar impact to datatransportation that air travel had to ourpeople transportation industry), that mayeliminate the requirement for expensiveand long lead physical communicationinfrastructure to these data center in a boxsolutions, that will continue to evolve thiscontainerized solution market.In their latest forms, the containersoften are designed for little to minimalhuman interface. Some containerized solutionsare built to tolerate server equipmentfailure and replacement not at the insideequipment level, rather intended as a wholecontainer replacement. This relatively newimplementation of the data center in abox concept has breathed new life into thecontainerized data center market.The ready-to-move availability of thedata center in a box solutions provide byfar greater flexibility than can be attained innearly any other medium. As the productsprovided by the variety of vendorsproducing a data center in a box solution,are further developed, we can expect higherlevels of reliability, availability, deploymentflexibility, energy efficiency. While the usemay not have reached critical mass, it canbe said that the development opportunityfor these solutions remain strong.As data centers become increasinglymore architected around cloud computingplatforms and wireless solutions becomethe norm , the low-maintenance “microdata centers” become an opportunity forbusinesses to exercise the opportunity todeploy data center operations without thetraditional ties to data center or co-locationfacilities. These containerized solutionscome in a variety of configurations. Mosteffective solutions are “just add power”while some may require adding power andwater (i.e. condenser water or chilled waterfor HVAC). Only time will tell how theseready-mix solutions for data centers willevolve; but, what is certain is that we willcontinue to see more development in thecontainerized solutions as businesses seekcompetitive edge in innovative solutionssuch as the data center in a box. •© 2012 Sumitomo Electric LightwavePut the Lynx in Your NetworkCustomized, On-Site Cable Builds & Terminations are Now Made Possible…Lynx2 CustomFit ® Splice-On Connectors (MPO, SC, LC, FC, and ST)Contact Customer Service Today at 800-358-7378info@sumitomoelectric.com | www.sumitomoelectric.comwww.datacenterjournal.comTHE DATA CENTER JOURNAL | 13


DESIGNcornerModular andPre-Fabricated DataCenter Infrastructureby Gary CudmoreIntroductionThe data center has been steadily evolving for the pastseveral years and the trend today is to supply modularor prefabricated infrastructure. The reasons data centerowners/operators are turning to this approach are numerous,but the main benefits are repeatable design, costcontrol, quality control, and flexibility.As owners/operators change the way they envision andoperate their data centers, the more opportunities the design andengineering community will have to support requirements such asextreme flexibility or repeatable design.Certainly, there is still a substantial focus on reliability, maintenance,capacity planning, PUE, and gaining efficiencies in all aspectsof data center design and operation. However, the challengetoday is delivering extreme flexibility at the most economical pricepoint. Utilizing modular or prefabricated data center infrastructureallows for data center owners/operators to drive down cost,decrease the construction timeline, and pre-test multiple systemsor sub-systems in a single location. All of these benefits help inestablishing a repeatable design and infrastructure deployment thatimproves quality, reliability, cost, and flexibility.The days of the brick and mortar built-in-place data centerare giving way to the new generation of modular and prefabricateddata center infrastructure design and just-in-time deployment. Themodular design approach can be utilized in many levels of datacenter infrastructure and subsystems as well as the IT payload. Thisdiscussion will focus mainly on the data center infrastructure andits subsystems.Building BlocksTo start the process of a modular or prefabricated designthe owner/operator has to choose a standard IT payload building14 | THE DATA CENTER JOURNALwww.datacenterjournal.com


lock. This is easier said than done and is critical to the success ofthe design and deployment of a modular or prefabricated infrastructuredeployment. Should the owner/operator choose an ITpayload block of 250 KW or go larger – perhaps 500 KW to 1MW+? The use of analytical tools and modeling is very importantto understanding the impact of different sized building blocks onTCO, flexibility, and even redeployment of a prefabricated module.The level of reliability and maintainability will also play a role inwhat size building blocks are chosen.The answer lays with the owner/operator and who his or hercustomers are – whether they are internal to an enterprise datacenter or retail/wholesale colocation tenants. The owner/operatorhas to decide on a building block size that allows for flexibility butreduces the possibility for stranded capacity of the infrastructure.This decision affects many aspects of the facility design – the electricalsystem and the mechanical system building blocks must be insynch with the IT payload. This initial discussion with the owner/operator on how the IT payload is delivered and the data center isoperated is critical to correctly sizing the infrastructure buildingblocks. Owners/operators with uncertain day one and future loadsOwners/operators are now requesting a design that allowsfor the building infrastructure to be returned to a broader IT use.For example, suppose a facility was designed to support a highdensity user of 15 KW to 25 KW per cabinet. When the owner/operator is ready to repurpose or sell the facility, he wants theinfrastructure to support only 5 KW per cabinet. The modular skidmounted infrastructure could be relocated to a new site, used togain reliability or capacity, or sold to a third party.The site or facility can be designed to support a containerizeddata center solution. The supporting infrastructure can be asub-system of the container or the site/building central infrastructure.Each design decision impacts the types of systems that meetthe operator’s requirements and that can be integrated; not allmanufacturers’ models can be integrated into a holistic system andoftentimes extensive modeling and testing are required to developa modular or prefabricated design.Electrical infrastructure such as switchgear, transformers, andUPS systems can be skid mounted, tested, and shipped as a singlecomponent. This is becoming common practice with colocationowners/operators and large enterprise users.should consider a smaller building block to avoid underutilizationand stranded capacity. The IT payload and data center infrastructuremust be married together and operate as a single system toachieve maximum flexibility and utilization of the infrastructure.How Modular?Depending on the owner’s/operator’s philosophy, the modularapproach could include the physical building itself, the ITserver POD, containers, skid mounted electrical systems, modularchiller plants (MCP), other sub-systems and even all the above inone facility.The building itself can be a series of precast concrete cellsdesigned to the specific geographic requirements for seismic, wind,or snow loading. The design may incorporate movable/reusableexterior panels and allow for expansion and repurposing of thespace from IT data halls to infrastructure support equipment oreven containers.Modular Chiller Plants and OtherMechanical SySTemsIn the past, chiller plants were engineered from scratch. Inother words, multiple components from numerous manufacturerswere sourced and installed in the field. Chiller plants are very complexand it takes a very deep understanding to design and integrateall the components into a high efficiency plant with capacity andflexibility for the future.Today’s MCPs are engineered by the OEM and fabricatedin their plant. This newer approach has allowed the MCP to becompletely engineered as a holistic system. The MCP has becomeincredibly efficient, quality control is now at the factory instead ofthe field, and cost has been driven down. The time to install oncethe MCP is on site has been reduced to days instead of weeks ormonths and less testing or commissioning is required than a fieldbuiltplant. The MCP is shipped on a skid, is UL or ETL approved,and requires no inspection from the local JHA. The MCP enclosurewww.datacenterjournal.comTHE DATA CENTER JOURNAL | 15


can be configured to have future internalspace or be ganged together in the futurefor capacity or reliability.Since ASHRAE TC 9.9 widened thetemperature and humidity bands a newgeneration of mechanical systems havebeen introduced to data centers – adiabaticand free cooling approaches are highlydesirable for their energy conservation.The development of these systems has nowbecome modular in how they support redundancyand future growth. The internalcomponents are designed to be redundantand aid in a modular design approach.These systems are completely fabricatedas a single system and tested in the plantbefore being shipped to the site.Other modular approaches for datacenter mechanical systems include in-rowcooling and rear door heat exchangers –both of these systems require future planningfor piping pathways for either wateror refrigerant and the refrigerant pumpingstation requires floor space as well. Thesesystems can be deployed on a cabinet orpod basis and offer flexibility when densityin a cabinet or row changes. As mentionedpreviously all design decisions have an impact– the in-row cooler can be configuredfor changes in density and redundancy, therear door heat exchanger is used for highdensity applications and becomes a singlepoint of failure (as the heat exchanger supportsa single cabinet and has no redundancy).When it fails the cabinet it supportsis lost so risk analysis and MTBF are veryimportant. Does your IT strategy considerand allow for the failure of a cabinet oreven pod?Electrical SySTemsIt is now commonplace to see prefabricatedelectrical skids show up on datacenter project sites. Owners/operators aswell as engineering firms and contractorsare developing these prefabricated systemsto meet the unique operating requirementsof their customers.The modular approach may includean engine-coupled DG and UPS system(DRUPS), which can greatly reducefootprint and increase efficiency. Thesecomponents are integrated and tested asa single system and, again, saves time andmoney during testing and commissioning.This type of system is best suited for largerinstallations and bigger building blocks of1-2 MW+ and often medium voltage sitedistribution. Keep in mind that these systemsoften have lead times that do not alignwith fast track project schedules.Electrical skids containing MSWG,UPS systems, and sub-distribution are becomingvery common. The key is correctlysizing the building blocks and developing arepeatable design. The advantage of havinga repeatable design is that it is possible toaccurately predict cost, time to fabricateand install, and have a much higher levelof quality control. Factory witness testing(FWT) is much more productive as multiplesystems are tested as a single systemin a controlled environment – issues thatarise during testing are mediated on theplant floor.Distribution to the server cabinetis now delivered via Busway. The Buswayis modular and is pre-engineered and installedquickly vs. a traditional conduit andconductor installation.Rack mounted UPS systems areanother modular approach to a traditionallarger central UPS system. The rack mountedsystem can provide more redundancyand modules added just in time as the ITload grows or more reliability is required.Once again, every design decision has animpact. With a rack mounted UPS system aUPS technician will perform maintenanceor add modules in the data center or a livecabinet.SummaryThe modular or prefabricated designand delivery approach to data centers hasbecome commonplace and is being doneworldwide. Owners/operators want tohave an accurate understanding of costand time to market – using a repeatable,pre-engineered design ensures this. Havingthese critical systems prefabricated in acontrolled environment provides for thehighest quality of workmanship, cost control,and production scheduling.It is important to understand thatalthough these pre-fabricated systems mayhave been tested at the plant or fabricator,all the systems must be tested together asa single holistic system to ensure the datacenter critical infrastructure operates asdesigned.Every owner’s/operator’s requirementsare unique. It is paramount that thedesign and engineering team understandsthe IT strategy and how the data centerwill be operated before they can developa modular or prefabricated design for thecritical infrastructure. •About the Author: Mr. Cudmore has beenan industry expert in the engineering andconstruction of high reliability data centersfor the past 28 years. During this time, he hascompleted projects in Saudi Arabia, Venezuela,Mexico, the United Kingdom, Canada, and theUnites States.Mr. Cudmore has been a subjectmatter expert on behalf of IBM, Dell, HP, andnumerous Fortune 500 companies around theworld.Gary Cudmore – HCCPrincipal – Data Center Practiceg.cudmore@deernsamerica.comAbout Deerns America: Deerns is an MEPengineering consulting company founded in1928 in the Netherlands. With 500 engineersworldwide and offices in the Netherlands, theUnited Kingdom, Germany, France, Italy, andthe United States, we deliver innovative andsustainable designs for data center owners/operators worldwide.www.deernsamerica.com16 | THE DATA CENTER JOURNAL www.datacenterjournal.com


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DESIGNcornerEDA VendorTakes Its OwnAdvice on DataCenter Designby David ClarkThe field of data center design has become more complex than ever. The pastdecade’s tremendous increases in power density (upwards of 500%) in serverracks have compounded the cooling challenges, and moving air—both hotand cold—is Job One for data center architects. As a result, thermal and flowsimulation tools have become indispensable in the design of modern largescaledata centers. Simulations on PC screens supplant mockups and scalemodels, displaying virtual environments and timely, accurate predictions offlow behavior. Modeling and simulation together can enable designers to run“scenarios” to their hearts’ content at a minimal cost in time and effort.18 | THE DATA CENTER JOURNALwww.datacenterjournal.com


Chartering a Project, Choosing the ToolsMentor Graphics (Wilsonville, Oregon) is a leaderin the electronic design automation (EDA) field,with products that span applications rangingfrom integrated circuit design to automotive wiring.The company is building two centralized datacenters, one in Oregon and one in Shannon, Ireland, to consolidatethe resources of more than 20 local centers. The decision tobuild was driven by the steady, costly growth in the company’soverall server heat load, which has risen by about 33% per year. Atpresent the Shannon data center is in production and the Wilsonvilledata center is under construction.Early in the development of the Oregon center, the Mentordesign team concluded that the project’s mission was to designan effective cooling architecture and then form the building’sconfiguration around that. While there were some basic guidelinesto define the size and shape of the edifice, the details of ducting,venting, and internal floor plans were driven by the servers’ needs.Not surprisingly, the design team turned to the company’sown FloVENT airflow modeling product for the critical evaluationand validation steps. This tool uses computational fluiddynamics (CFD) technology to analyze proposals relating to roomvolume, equipment positioning, cooling airflows, duct sizes, etc.CFD Solutions on the Engineer’s DeskCFD has its origins in deeply complex mathematical equationsdeveloped about 200 years ago. Of course, CFD today is computerized.The simulation subject (in this case, the data center itself) isgridded into many thousands of very small cells that are analyzedindividually and synthesized into a composite flow/thermal view.Figure 1 shows such a grid superimposed on a temperature slicemap of a raised-floor HVAC concept. Variable cell sizing provideswww.datacenterjournal.comTHE DATA CENTER JOURNAL | 19


accuracy, it takes time—potentially weeks—for each round ofevaluation. Today the process is evolving: forward-thinking organizationsare bringing CFD services in-house, assembling teamsin which staff designers can perform flow analysis on their ownPCs and rapidly model design alternatives. In the developmentof the Mentor data centers, in-house CFD tools provided reliablethermal and flow data that guided engineers in proof-testing newideas.Pressure and Temperature: InseparableFigure 1: Raised-floor simulation with superimposed CFD gridThe decision about the basic air circulation approach for theserver rooms illustrates the benefit of performing flow analysislocally. At least four schemes were considered. Among these wasa traditional raised-floor architecture as well as a dropped-ceilingdesign.The raised floor simply did not suffice. A typical 2 ft. flooringsystem normally cools equipment far less powerful thantoday’s 10 kW server racks, and CFD studies predicted pressureproblems under the floor. The raised floor should function as aplenum that regulates pressure and distributes air efficiently. Butthe volume beneath the floor tiles was not sufficient to act as aplenum, with the result that air couldn’t reach all the server racksuniformly. To correct this it would be necessary to increase thefloor’s height appreciably, which would add to its already-expensivecost by as much as 28%.Next, the team studied a dropped-ceiling (suspended ceilingreturn) design. In this configuration the hot air from the serverswould travel through a chimney system to a plenum spaceformed by the ceiling itself, and onward to rooftop coolers. Againthe plenum was meant to regulate and stabilize the air pressureand again its size became a problem. A plenum of sufficientcapacity would constrain the ceiling height in the server room,and the remaining room volume wouldn’t allow the pressurizedincoming air to distribute evenly. Figure 2 compares a CFD pressure“slice” with an equivalent temperature contour slice, bothspanning the room at the 6 ft. height of the server racks.The simulation quickly revealed troubling areas of high heat(the deepest red color in the temperature plot) in the “cold” aisles,namely aisles 1, 3, 5, and 7. These deficiencies were attributable tothe uneven pressures across the room. Pending further analysis ofthe costs and performance of the dropped ceiling approach, theteam moved on to study other alternatives.Capturing Hot AirFigure 2: Dropped-ceiling proposal showing non-uniformpressure and temperature distribution in a room with 10-ft.ceiling height.higher resolution in specific areas such as the server rack interiors.Until recently, designing a building’s air and thermal flowmeant making estimates and judgments based on experience,and then submitting the design to an external specialist for CFDanalysis. While that approach can certainly deliver the neededTwo more methods, both involving confinement of thehot air leaving the server racks, were evaluated. The “hot aislecontainment” technique forcibly confines the air in an entire aislebetween two rows of racks and directs it toward an exhaust duct.This design was examined but abandoned after CFD analysisrevealed that the aisle was not just hot, but actually hot enough—up to 120° F—to impact a technician’s ability to perform routinemaintenance on the servers.Ultimately a chimney system was chosen. In this arrangement,chimneys connect directly to individual server racks, drawingheated air from them and guiding it to a collector duct andthen into a return plenum whose dimensions can be tested andvalidated with the CFD tool. Figure 3 illustrates this layout. Havingpreviously encountered the problem with heat levels in the20 | THE DATA CENTER JOURNAL www.datacenterjournal.com


Figure 3: Initial layout of the chimney/collector designhot aisle design, the team ran a CFD simulation of the chimney/collector approach. A range of scenarios was tested, including aworst-case example in which the rear doors of several server rackswere open for maintenance at the same time. The results confirmedfirst that the aisle temperatures were much lower (and safer), approximately80° F, and secondly that server racks with their doorsopen still fed at least 66% of their hot exhaust air into the chimney.Both findings supported the efficacy of the chimney/collectorarchitecture.Further CFD simulations determined that cabinet and ductinterface leakage would need to be held to 5% or less to avoidrecirculation of heated return air and consequent hot spots. Thesefindings were folded into the design specification.Equally important were the tests that established the rooftopunit (RTU) temperature set points. Simulations showed thatwith an RTU supply temperatureof 72oF and the uniform coolingperformance the chimney systempromised, the average rack inlettemperature would be a safe 74oF.To achieve this same performancein current Mentor data centers, thesupply temperature must be set to58oF! Working with a higher supplytemperature means the RTUs fanscan run at slower fan speeds, usingless energy than otherwise would berequired.the server outlets at the near end of “A” are fighting a tremendouslyhigher pressure gradient in the collector duct than are those in “B.”Moreover, the placement of the return plenum in “A” is actuallyincreasing the pressure differential by relieving pressure on theservers nearest to it.Scenario “B” depicts the design changes that resulted fromthe conclusions in Scenario “A;” the return plenum is now in themiddle of the collector duct span. There is a much more uniformpressure gradient over the length of the collector duct, and theoverall pressures are lower. This is consistent with the project’sdesign guideline to move air in a relatively slow and controlledfashion to remove heat.Notice the blue pressure vortex in the lower corner of the plenumin “B.” These indicate an undesirable recirculation zone thatcauses a pressure drop that must be counteracted by the RTU fans.Further CFD experiments produced a duct design with angledcorners that minimized this disturbance.ConclusionThe Mentor Graphics data center project is still underway, asthe construction team builds the datacenter in Wilsonville, and theteam refines the HVAC control algorithms based on further CFDstudies and real-time data from the Shannon datacenter. The CFDbased“what-if ” development path has proven its worth consistently.Designers have been able to predict and fine-tune the air flow inroom-sized environments, and then use this information not onlyto refine the data center’s architecture but also to scale ducts andplan accurately for HVAC and electrical capacity requirements. •About the Author: David Clark is the Facilities Critical InfrastructureManager at Mentor Graphics Corporation. The author would like to thankDerrick Small and John Wozniak of Mentor Graphics for their work on thesimulations and images described in this article.Meeting Heat Half-wayEvaluation of the chimney/collector design continued with“what-if ” simulation scenariosaimed at refining individual elements.The CFD plots in Figure 4depict two alternatives for thereturn plenum layout.Both views express pressure inPascals (Pa), though there is a substantialdifference in range. Clearly,Figure 4: A centered return plenum ensured consistent pressures throughout the collector duct.www.datacenterjournal.comTHE DATA CENTER JOURNAL | 21


DESIGNcornerEvolving EquipmentTrends for Modular DesignBy Eric HolzworthThere’s an awful lot of FUD (fear, uncertainty, doubt) in the market concerningpackaging or construction of data center infrastructure components. It’s no wonder– the maximization of efficient capital in deploying new data center space is one ofthe most difficult decisions a data center manager can make. At the center is thedebate surrounding containerized vs. modular solutions. Half-truths and myths abound,creating confusion and preventing many from understanding the benefits of each. Thebottom line? Managers really need to do their homework to know what’s right for them.There is no ONE AnswerSome confusion still aboundswhen discussing modular datacenter design vs containerizeddata centers.In the simplest terms,in the most convenient definitions, acontainerized solution is a self-containedmodule consisting of compute, storage andnetworking – all packaged into a standardISO shipping container. Modular designsconsist of a component-based designassembled on-site. Sounds like a cleardistinction, but the fact is the lines are blurringbetween the two.A containerized data center is inherentlymodular, but a modular data center isnot necessarily containerized.Modularity comes from the ability tobuild in discrete units, be that in terms ofpower, cooling, space or some other factor,and also to add on to or expand the datacenter without risk of interruption to theexisting critical load, or excessive premiumsof construction between Phase 1 andfuture phases.No matter what your definition, it’sclear that each bring its own efficienciesand business benefits to the table.But for companies, the bottom line isto optimize the data center and save money.Analyst firm The451 Group believes youcan get as much as 30 percent savings onCapEx from leveraging the modular approach.That’s pretty important when youconsider the cost of powering the infrastructure.As rising energy costs becomethe norm, companies are looking for anyopportunity to cut dollars.But what’s driving these extremecosts? Simply put, it’s the explosion of informationthat creates bigger centers whichdemand more power.It’s the Data, StupidAs data centers attempt to tackle thegrowing amount of data, cloud migrationstrategies, and the explosion of tablets andsmart phones, new investments in biggerinfrastructures are a given. According to arecent article in USA Today:“(Gartner) estimates $22 billion willbe spent on new centers worldwide this year,after the growth sputtered during the recession.Data centers are increasingly in vogueas demand for digital data explodes with thepopularity of cloud computing, tablets andsmart phones. Google, Facebook and Appleare among the large tech companies that builttheir data centers in rural areas to save onland and power costs.”Analyst firm IDC annually reports onthe “Digital Universe” to keep track of informationgrowth. Probably the most comprehensiveyearly report on data expansion,the study offers a unique perspective on theworld of data.The 2011 report found the totalamount of information to be createdand replicated was expected to exceed1.8 zettabytes – an increase over 2010’sfigure of 1 zettabyte. The study reportsthis volume was expected to more thandouble every two years. This translates to auniverse of information growing nearly 50times by 2020.Remember, it’s this data growth that’sdriving bigger data centers, increasing capitalcosts and forcing managers to explore22 | THE DATA CENTER JOURNAL www.datacenterjournal.com


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oth containerized and modular solutionsto gain efficiencies. So let’s dive deeper intothe options.A Closer LookAccording to Gartner analyst DavidCappuccio, traditional data center design isin a constant state of transition. Cappucciobelieves modular data centers are the nextevolutionary stage of containers:He states, “Modular data centershave evolved from the basic premise ofcontainers – that, if designed appropriately,extreme levels of performance could beattained in data centers using a consistentdesign technique, and capital costs couldbe reduced by standardizing components,construction and the supply chain.”In order to meet the demands ofmodularity in the data center, the markethas demanded – and the equipment manufacturershave responded – with technologythat is modular in nature, which can beincorporated easily into a modular design.It might be useful to break downeach component of a modular design tosee what it takes to implement a workableinfrastructure.Drilling DownThere are several components to explorewhen investigating a modular design.The main area of focus centers on bothPower and Cooling. And each has theirchallenges.The basic formula for powering a datacenter includes a series of unique elements,including: Distribution Switchgear, GenerationEquipment, UPS Systems, Power DistributionUnits (PDUs) and Remote PowerPanels (RPPs). Inherently, the downstreamarea of power distribution – including sizeand design of equipment -- are inherentlymodular. When more power circuits arerequired, a PDU or RPP is deployed. Itis at the upstream level where equipmentmanufacturers have become more adept atcreating modularity.Generators:Many owners are moving away fromparallel generator plants to conserve costsand eliminate the single point-of-failure atthe generator paralleling switchgear (GPS).This design forces decisions at lower levelsin the distribution, such as the use of singlemodule UPS systems and static transferswitches. However, for those installationthat require a parallel plant in order toproduce a larger block of emergency power,many of the generator manufacturers havedeveloped paralleling controls that are onboard the generator itself, allowing the generatorsto control themselves in a masterslave scenario, and parallel on to a common“dumb” switchboard. This eliminates muchof the upfront costs of the GPS, and additionalgenerators with their own on-boardcontrols can be added as needed, alongwith a simple addition of another breakersection in the dumb board.Switchgear:Switchgear in itself is hard to makemodular. It needs to be specified andconstructed with its ultimate bus ratingsinstalled upfront, and adding additionalsections is difficult unless the board canbe taken out of service, or tie breakers areincluded in the original construction (at acost, naturally). However, the switchgearmanufacturers have made it easier to addbreakers to existing line-ups, by in recentyears developing front accessible draw-outswitchgear that can fit in tight spaces, withoutthe need for rear access. This at leastallows for the possibility of adding breakersto meet future power requirements in amodular fashion.UPS Systems:Perhaps some of the bigger breakthroughsin modular design at an equipmentlevel has come from the UPSmanufacturers. For years some vendorsoffered small kVA frames into which couldbe added power and battery modules asthe load grew, and/or to provide a level ofredundancy. Recently, many of the majormanufacturers have expanded this conceptin to larger frame sizes in excess of 1MW.This allows the owner to start small witha frame and a select amount of powermodules and batteries, and grow as the loadgrows by adding modules. In most casesthis can be accomplished while the loadis maintained in bypass. However, propercommissioning the newly expanded systemcan be a challenge if an alternate path tothe load is not available.Just as important as power is themethod used to cool the system. Accordingto Booz & Co., nearly 40 percent ofenergy consumed in the typical data centercomes from cooling systems. Driven bychillers and air handlers, this function hasquite possibly made the most aggressivestrides towards data center modularity.Chillers:Historically, modular chillers wereused to “right size” plants where facilityloading is cyclical. This means a chillerplant is able to have active modules withthe ability to change and adapt as load sizemoves. Unlike older data centers, it is essentialthat today’s systems are both energyefficient and scalable for future loading.The modular chiller plant provides an infiniteamount of versatility and redundancy– with the ability to expand and contract asnecessary.Air Handling Systems:Perhaps the biggest strides in modularityand scalability of cooling systemscome from air handling systems. Ascomputer room units shrink to several kW,they can now be placed in row adjacent tocomputer cabinets. This drives reduced fanpower to deliver proper airflow at the faceof the IT equipment. It also creates highersupply and return air temperatures. Bothdramatically impact power consumption -helping to create dramatic improvementsin overall cooling efficiency and smallerbuilding blocks for greater flexibility.Setting the RecordStraightThere’s still confusion surroundingthe container versus modular debate ascompanies struggle to determine the rightfit. In the end, everyone’s looking for thesame thing – lower costs and higher efficiencies.Analysts generally believe thatmodular data centers are the future, andrecent advancements have made it morepossible than ever to get there. But beforetaking the plunge, it’s critical to assess yourcurrent and future needs – building a datacenter capable of growing as needed.It’s time to cut through the myths andhalf-truths and find out what design worksfor you. There’s simply too much at stake.•About the Author: Eric Holzworth is COOof Rubicon Professional Services, a missioncriticalconstruction management firm thattakes an owner’s approach to the design andbuilding of data centers, encompassing everycomplex aspect from design, power load,energy management/ conservation, equipmentprocurement/ integration and even financing.24 | THE DATA CENTER JOURNALwww.datacenterjournal.com


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Solving Data CenterComplexitythrough a common IT Language26 | THE DATA CENTER JOURNALwww.datacenterjournal.com


By Constantin DelivanisFor data center managers surveying today’s IT landscape, the viewcan be daunting. Across a vista dotted with cloud offerings, virtualservers, employee-owned devices, inherited and acquired assets, anddisparate systems, IT leaders see a murky horizon, one in which it isincreasingly difficult to determine exactly what applications the datacenter is running and how to manage them. It’s a complex backdropfor any organization, and it requires forward-looking technologyprofessionals to adopt solutions that reduce that complexity.www.datacenterjournal.comTHE DATA CENTER JOURNAL | 27


The typical mid-size data centerhas hundreds to thousands ofphysical servers, storage devices,networking tools, IP-enableduninterruptible power supplies(UPS) and heating, ventilation and airconditioning (HVAC) devices, to name afew. If we look below that physical layer, thesame data center has thousands of virtualmachines, software installations, versions,editions and releases. Beneath that softwarelayer, we see that the definitions of thoseversions or editions or releases are inconsistent.For example, the same Oracle databasecan be defined as “Oracle 11g,” or “Oracleversion 11.2.0.2,” or “ORA_11_2_EE.” Howcan IT track and manage such inconsistencies?This is only one version of one productfrom one vendor. Oracle has 10,391 and422 software product releases and hardwaremodels, respectively; IBM has 13,078 and64,862; HP 7,982 and 64,036. And theseare software product releases and hardwaremodels from only three vendors. Sincethere are more than 12,000 IT vendors, youcan see the challenge that is slowly bringingIT to its knees.In the meantime, IT executives arespending millions of dollars attempting toaddress this problem with solutions such assoftware asset management and configurationmanagement databases (CMDB).However, unless the fundamental issueof normalizing all the data to a commonlanguage is addressed, such solutionswill continue to fail to deliver the valuethey promise. In the example above, theOracle database should be normalized andreferred to with the official vendor name:Oracle Database version 11.2 EnterpriseEdition. This normalized representationshould be provided regardless of whether itcomes from a data center discovery systemlike HP-DDMI, IBM TADDM, BMCADDM, BladeLogic Server Automation orfrom a purchasing system. Unless enterprisesadopt a common language for IT, initiativessuch as migrations, consolidations,application rationalizations, audit supportand attestations will continue to be manual,expensive, cumbersome and error prone.Four possible fixesBefore we embark on a discussion ofhow to attain such a normalized view of adata center, let’s examine what possible optionsexist to fix the data center complexityproblem:IT could try toOption 1 simplify everythingby buying all of itssoftware from onevendor and all of its hardware from another.This would, in theory, be the easiestway to control the amount of data relatedto IT assets. But here’s the problem withthis approach: there is no vendor capableof providing everything an organizationneeds. Even if there were such a magicalprovider, the data center would first have todump all of its legacy infrastructure and applications,which would be cost-prohibitiveand disruptive to the business. The realityis that most organizations need to have avariety of technologies and systems, anddifferent vendors provide that variety.IT could dealOption 2 with complexityby adopting moremanagement tools.There are certainly plenty of vendors eagerto sell them, but these tools don’t integrateexisting systems. In many cases, they spitout more data – not actionable information.In truth, most management toolsexacerbate the problem they purport tosolve.Option 3This is the donothingapproach,which might seemharmless. It is not. The IT leader whoignores the problem of disparate systemsand lack of information risks spending 80percent of his budget just keeping systemsrunning. IT will not be able to provide thebusiness agility that is expected from datacenter leaders.We should labelOption 4 this approach “theonly option,” sinceall the others comewith significant drawbacks and fail to solvethe core problem. Data center leaders mustrefer to and manage their different systemsin a consistent manner, and that requiresthe adoption of a common IT language andnormalizing the data against it.Introducing a commonlanguage to your dATAcenterNormalizing your data center to acommon language typically entails eithertwo or three steps, depending on your sizeand maturity level:Establish a referencecatalog thatStep 1includes a taxonomyof all ITvendors with their associated products,models, versions, and editions, as well asattributes such as software support levels,software compatibility (i.e., Windows 7compatibility), end of life dates, hardwareconsumption, etc. A typical reference catalogwill look as shown in the tables below.Normalize yourSTEP 2 management toolssuch as HP-DDMI,IBM TCM, BMCADDM or BladeLogic Server Automation,where you filter out unimportant data andcorrect vendor names, models, editionsSOFTWAREManufacturer Oracle Oracle Oracle Adobe Adobe Hewlett-Packard Company Hewlett-Packard CompanyFamily Hyperion Fusion Middleware Acrobat Macromedia Compaq OpenViewProduct Database Planning WebLogic Server Acrobat Coldfusion MX Visual Fortran Network Node Manager (NNM)Version 11.2 9.2 10.0 10.1 7.0 6.5 8.0Edition Enterprise Standard Premium Pro Enterprise Professional StarterHARDWAREManufacturer Hewlett-Packard Company Hewlett-Packard Company Oracle Oracle Lenovo Group Lenovo GroupProduct Compaq Business Desktop PC Compaq Business Desktop PC Fire Blade Server Fire Server ThinkPad Edge 13 Notebook ThinkCentre A70zModel d530 CMT d530 SSF B100s 480R 01962QM 0401A7GProfile Tower Small Form Factor Blade Rack Mounted Laptop Desktop28 | THE DATA CENTER JOURNAL www.datacenterjournal.com


and versions, and then organize themagainst your reference catalog taxonomy.At the same time, enrich thatdata with relevant attributes such assupport levels, end of life informationor compatibility.Use the referencecatalog andSTEP 3empower yourenterprise architectsand your sourcing department todefine standards and drive purchasing.The common language ofIT in action – use casesSoftware asset management:There is financial incentive tomake this a priority. One large financialservices company expanded its serviceautomation module (SAM) program tonormalize the software inventories fromits BMC ADDM and IBM TADDMdiscovery. The ability to gain a consolidated,single-pane view across bothvendors’ products provided operationaldepth and a common representation ofproduct lifecycles that helped the organizationmake effective asset successiondecisions.Application rationalization:An interesting rationalization usecase comes from a consulting firm thatspecializes in helping Oracle customersoptimize their software license spend.It performed a software normalizationand discovery effort at a Midwestenergy company to right-size serverlicenses.The firm found that its clientwas under-licensed by more than $10million. By normalizing its licenses, thefirm was able to consolidate its clientfrom smaller systems to larger ones,take greater advantage of virtualizationand cut the true-up bill by half.A secondary benefit was a 30 percentreduction in operational costs throughconsolidation to fewer physical serverswith uniform software stacks for easieradministration.Data center consolidationsand mergers and acquisitions:Even companies with awardwinningdatacenters struggle with theseenormous tasks. One such companyusing a reference catalog discovered asmany as 3,000 unmanaged servers onthe premises after bringing multiple entitiestogether. The team achieved a 66percent reduction in space and powerfootprint in infrastructure consolidationprojects and an approximate five-foldincrease in computing capacity with thisinformation.The reference catalog was ableto discover gains by identifying older,lower density technologies not compatiblewith virtualization and targetingthem for upgrades or decommissioning.The same reference catalog was able totrack the physical dimensions, powerconsumption and heat dissipation forservers, helping identify less efficientservers.The value of a common ITlanguageToday’s enterprises are dealingwith a serious problem in their ITenvironments; they are drowning in ITrelateddata. The data is produced by ITmanagement tools, purchasing systemsand planning solutions, and it is disconnected,inconsistent and incomplete.This prevents teams from making timelyand confident business decisions.A comprehensive IT referencecatalog is the first step in addressingthe inconsistencies and gaps in vendordata. Normalization is the second stepto filter, correct vendor names, versions,editions and models, and add categorization,relevant external data, andmore. This common language enables acomplete, accurate and consistent viewof the data center.Adopting a common IT languagesupports data center consolidation andallows data center professionals to moreeffectively harness information for decision-making.With a coherent methodto survey the entire data center, teamscan deliver and interpret technologyinformation, support smarter businessstrategies and lower their costs. •About the Author: Constantin Delivanisis CEO and co-founder of BDNA Corporation,creator of Technopedia, the world’s largest ITreference catalog. With more than 450,000hardware and software products listed fromover 11,000 vendors, Technopedia deliversinformation and technology that enables thecommon language of IT.www.datacenterjournal.com


The trend for tablets and smartphoneswill only escalate, and the devices needingsupport will only become more diverse.Today we are only seeing the tip of theiceberg. Yet the applications we run ourbusinesses on, applications which cannotbe changed quickly, but are of strategic importance,will have to be accounted for andused by these new and continuously changitBUSINESSBYODand the Impact on ITBy Ron NunanTrue mobility is bringing about a significant change in the way business gets done. It startedwith managers, directors, and executives using newer devices they bought themselves andwanted to use in meetings and on the road. Now, any number of individuals across theenterprise can be seen using tablets and a variety of smartphones to conduct business –employees are simply using their own devices.With the rapid expansionand adoption ofInternet-based computing– cloud computing,if you will – smart companiesare taking advantage of this and areenabling employees to work more efficientlyby embracing the mobility trend.But to realize potential gains inproductivity and efficiency, some significantchallenges need to be overcome. The unstoppabletrend of an increasingly mobile focusedworkforce presents serious challengesto application access and security. Whethercompanies set device standards or BYOD(bring your own device) dominates, theseissues are real. While business managersand employees see the benefit of integratingtablets, laptops and smartphones into theirworkday, how do IT personnel enable a salesforce, executive team or field support groupto successfully use all of these disparate deviceswithout an overhaul of the enterpriseapplication portfolio? These challenges existeven when a company controls and approvesmobile devices, but with BYOD they areeven more complex.According to Gartner, in its Predicts2012 research report, the IT landscapeis changing dramatically, with cloud andmobility as the driving forces. As outlinedin the report, today’s workforce expects “toget access to personal, work, and businessapplications and data from any device,anytime and anywhere.” That is becominga huge expectation for IT to fulfill, sinceIT groups are no longer in the driver seatas employees increasingly use an array ofsmartphones, tablets and laptops.How does IT, using a sales team as anexample, ensure connectivity and interactivityfor these mobile device users toexisting enterprise resource applications(ERP) or customer relationship management(CRM) systems housed on existingbackend systems, possibly a mainframe?The common IT preferred route of replacing,modernizing or otherwise enhancingthe target application cannot accommodatethe need. The mobility trend is ahead of anenterprise application’s capabilities. A solutionis needed now, and it needs to be onethat does not negatively impact daily work.This is no simple task. IT departmentsmust find a way to bridge the gap betweenthe new technologies and the older applicationsthat were never designed to supportmobile devices and tablets, and have noconcept of this new wave. This is especiallychallenging for organizations that securecritical data on a mainframe system orutilize legacy host-based applications, withlong-standing obstacles to integration.Combine these challenges with the oftenwhole-hearted adoption by those at theexecutive level who see real potential forincreased productivity, the urgency for ITto find a solution is pegging the “we need itnow” meter.But how?30 | THE DATA CENTER JOURNALwww.datacenterjournal.com


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ing devices. Fortunately, the role middlewareplayed in the earlier days of applicationintegration can have an immediate impact.And by finding a class of middleware integrationservices that offers control over UIpresentation as well as connectivity, IT cansay yes to the mobility trend. Middlewareis the bridge that can take the highly rigidworld of enterprise class applications andshield them from the highly volatile needs ofmobile cloud-based computing.IT must address this older inventoryof applications that knows nothing aboutthe modern day requirements, it must doit soon, and it must do it in a way that canchange as continuously as the needs of themobile user change. Think of it as the WildWest, with IT thrashing about with variousconcepts and ideas trying to arrive at a solution.It’s a task for which without somethingto sit in the middle, they don’t have a goodsolution. This is one of the biggest changesand challenges for mass-requirement computingthat we’ve seen in a long time. In reality,it is not just a new device, it is actuallya set of changing devices that employees willswitch to throughout their workday – we areseeing a shift to multi-device computing.x24_DCJ_8375w525_fx_7x24_DCJ ad 8375w525 7/2/12 9:25 AM Page 1The good news is that many middlewaresolutions recognize the problem andare adapting their wares to bridge the divide.Some solutions even allow raw access toany existing systems without any requirementfor the IT staff to rebuild, modify orendanger the backend or legacy systems, ornecessarily homogenize the types of devicesthe various forces are employing. And thebetter middleware options allow à la carteadditions to immediate access. This allowsIT to provide mobile access now, but givethem the added capability to enhance andtailor the mobile experience as time permitsor as IT resources free up.To avoid serious disruption, IT groupsshould look for cloud-enabling solutionsthat can deal with critical business datawithout modifying the mainframe applicationin any way. Additionally, they shouldlook for a system that runs on a middleware,PC-based server, or that communicates withthe mainframe (or other back-end host)through its standard protocols. And finally,IT should look for a solution that will doeverything from auto generating the mobileUI to crafting web services to create trulycustomized mobile experiences.While it might seem that a solutionof this magnitude would be too largeand daunting, it’s not. The new world willinclude the ability to integrate, expose andcontrol access to mainframe applications,without risk, leaving mainframe applicationsuntouched and business logic remaining inforce. The right solution will enable yourmainframe to become a back-end to yourown data integration cloud, all for less time,cost and risk. •About the Author: Ron Nunan is a chiefstrategist and senior product manager forthe Attachmate Corporation’s mainframeintegration products, playing a central role inthe company’s product development and appliedtechnology solutions. He also has worked in thefinancial/accounting software industry and wasa systems specialist, providing architecturalsupport on enterprise class IBM-centricsolutions. He can be reached at ron.nunan@attachmate.com. To read more about mainframeintegration, visit Ron’s blog ApplicationIntegration.2012 FALL CONFERENCESAVE THE DATENovember 11 - 14, 2012Arizona BiltmorePhoenix, AZFor more informationand to register visitwww.7x24exchange.orgEND-TO-END RELIABILITY MISSION CRITICAL FACILITIES32 | THE DATA CENTER JOURNAL www.datacenterjournal.com


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YOUR TURNBecome a Blogger today www.dcjexpertblogs.comEMCworld 2012:Trust and marketing,can they coexist?by Greg SchulzRecently while at EMCworldin Las Vegas (Thanks btw toEMC who covered coach airfareand 3 nights hotel) I hadthe opportunity along withgroup of other industry analysts and advisorsto have a series of small group meetingsessions with key EMC leadership.These sessions included time withChairman of the Board of Directors andChief Executive Officer Joe Tucci, Chairmenof VCE Michael Capellas (who is alsoon the Cisco Board of Directors), Presidentand Chief Operating Officer, EMC InformationInfrastructure and Cloud ServicesHoward Elias, President and Chief OperatingOfficer, EMC Information InfrastructureProducts Pat Gelsinger, and ExecutiveVice President and Chief Marketing Officer(CMO) Jeremy Burton.Joe Tucci is always fun to listen andengage with in small groups and conveysa cordial confidence when you meet faceto face. Howard Elias who is now headingup the services business talked aboutwalking the talk with services, public andprivate cloud including what EMC is doinginternally. Michael Capellas had some goodinsight into what he is doing with VCE,along with his role on the Cisco BOD.Pat Gelsinger had some interesting pointshowever seemed a bit more reserved thanin earlier sessions. Jeremy Burton whois normally associated with the effectivemarketing company or everything moviecampaigns at EMC did not use any backdrops,visual aids, theatrics or Vegas styleentertainment during his session.Of the above-mentioned executives,the one that impressed me the most, andtalking with other analysts/advisors hadsimilar perspectives was Jeremy Burton.I have seen and heard him talk before inlive and virtual venues along with whathe is doing to focus EMC messaging andthemes.A common comment and theme intalking with other analysts and advisorswas that in five minutes, Jeremy did moreto advance, clarify, articulate and explainwho EMC is, what they are doing now andfor the future.Trust was one of the themes of theEMCworld event as it pertains to collaboratingwith vendors and service providersas well as consultants, advisors and others.Trust is also important for going to thecloud on a public or private basis. It iseasy to talk about trust however, it is alsosomething that is earned and is importantto keep up and protect. Normally givensome of the stigma associated with marketingand or sales, trust too often becomesa punch line or term tossed around withskepticism, cynicism or empty promises.The reason I bring trust up in this discussionwas that in Jeremy’s interaction withthose in the room, whether others realizedit or not, he was working on planting theseeds and establishing the basis for trust.Does that mean there is automatictrust now in anything that EMC or theirmarketing organization says or more sothan what heard from other organizations?Perhaps some will automatically take whatis heard and go with that as gospel however,they may be doing that already. For otherswho are skeptical by default and do theirhomework, analysis, research and other relatedtasks, they may be more likely to givethe benefit of the doubt vs. automaticallyquestioning everything looking for multipleconfirmations and added fact checking.As for me, I generally take what anyvendor or their pundits say with a grain ofsalt giving benefit of doubt where applicableunless trust has been previously impacted.In the case of EMC, I generally takewhat they say with a grain of salt. However,a level of trust and confidence can makevalidating what they say sometimes easierthan with others. This is in part due toknowing where to go internally for detailsand information including NDA basedmaterial and the good job their analyst relationsteam and other group do on buildingand keep up relationships.Does this mean I like EMC more orless than other vendors? It means there is alevel of trust, communication, relationship,contact, interaction and access to resourceswith EMC that might be more or less thanwith other vendors. Disclosure EMC alongwith some companies they have acquiredhave been past clients.Now back to Jeremy.What impressed me the most waswhile other executives were engaging todifferent degrees, when I asked Jeremyhow he and EMC balances entertainment(videos and movies, theatrics), education(expanding knowledge of EMC solutions,technology advancement) and being engaging(not just sales calls, social media, golfingor other in person activities) to drivebusiness economics his response includedall three of those aspects.34 | THE DATA CENTER JOURNALwww.datacenterjournal.com


“Choosing theData Center Worldconference was theright choice to findsolutions for ourdata center needsand issues.”– Jeffrey, Data Center Supervisor,Baptist Health South FloridaThe Best Investment You’ll MakeIn Your Data Center in 2012Data Center World is the premier conference for data center and facility management professionals. It is the onlydata center event where professionals can hear directly from peers in the trenches, dealing with real issues ofmanaging a data center today. The educational program covers everything from management, to DCIM, data centerbuilds and design, facilities, power and cooling, and much more.Save $100 by registering before August 3.www.datacenterworld.comSeptember 30-October 3, 2012 | Nashville, Tennesseewww.datacenterworld.com


RDisaster Can StrikeAny Business...ight now, your data center is underattack! You may not believe itbecause things appear to be runningsmoothly. The servers are accessible andusers are not complaining. Everythingappears to be under control. However...just beyond that wall, above thoseceiling tiles, or under the raised floor isa disaster waiting to strike. Even worse,it has your name written all over it!No one really knows when or how adisaster will strike. We just know thepotential is always there. So preparationis critical to minimizing its impact oncomputers, networks, users and theentire organization.Room Alert & TemPageRAVTECH is the worldwide leaderin making monitors and sensors thatallow easy remote monitoring ofenvironmental conditions in computerrooms, data centers and other types offacilities. These conditions include:• Temperature & Heat Index• Humidity• Flooding / Water• Smoke / Fire• Main & UPS Power• Room Entry, Motion• Relays, Cameras & MoreWhen threatening conditions aredetected, AVTECH monitors willimmediately notify managers viatoday’s most advanced technologies,enabling a timely support responseor auto corrective action. This allowsorganizations to avoid or minimizedowntime, protect against costlyhardware damage and eliminate otherrelated expenses. With prices from $195to $1195, there is a solution for everyorganization and budget.Call For A Free Catalog888.220.6700 • 401.628.1600AVTECH.comProtect Your IT Facility...Don’t Wait Until It’s Too late!Ok, I know, some of you should be saying that is the job and role of a marketingperson to be an effective communicator which I would agree, however why don’t moremarketers do a more effective job of what they do?In other words, Jeremy educated by sharing what and why they are doing certainthings, Jeremy engaged with the entire audience while answering my question howevernot singular responding to me, he also entertained with some of his answers while alsokeeping them to the point, not rambling on. Afterwards I had a few minutes to talk oneon one with Jeremy without the handlers or others and I can say it was refreshing and as istoo of the case with marketers, there is trust.That does not mean I will take anything verbatim or follow the scripts or otherthings the truth squads want preached or handed out from EMC, Jeremy or any othervendor for that matter.I can say that in the few minutes up close and in a smaller setting, EMC has a secretweapon who can do more to build and convey trust and that is Jeremy Burton, hope I amnot wrong.Ok, nuff said for now. Cheers GsTECHIES LIVE!by DCJ EventsWhy TECHIES LIVE! Social andNetworking Parties?Let’s face it: we don’t have enough time to decompress fromour busy corporate lives. When we do, we should be able tonetwork with friends and colleagues in an environment thatencourages networking and allows us to stay in touch.And TECHIES Live will clean up the party mess.Our parties are unique. There will be no speakers during the event(besides us welcoming guests). Our Social & Networking Parties alwayshave libations, food and music to encourage people to relax. And we’llalways provide a facilitated networking activity to ensure every attendeemeets at least 10 new people at the event.The benefits of sponsoring TECHIES Live! Social &Networking Party are numerous:• Networking with IT and Data Center professionals in a non-sellingatmosphere that gains trust and opportunities.• Be an integral part of a multi-faceted marketing campaign that includesyour logo prominently displayed on signage, ad materials and collateral.• Maximize visibility of your key leadership before, during and after the event.• Be placed in front of a key audience, with our intent to create activities thatallow attendees to get to know your team on a personal basis.• Develop personal relationships, generate hot leads and build your pipelinewithin a specific geographic area and within vertical markets including hightech, healthcare, biotech, etc.• Develop key contacts for the local market you desire.For more information about sponsoring a Techies Live! Eventcontact Donna DiMicele at ddimicele@datacenterjournal.comwww.datacenterjournal.com


CalendarAUGUSTAugust 8, 2012 – August 10, 2012USENIX Security SymposiumAugust 28, 2012 – August 30, 2012CloudCon-2012SEPTEMBERSeptember 3, 2012 – September 4, 2012China Cloud Computing Summit 2012September 12, 2012 – September 14, 2012Cyber Resilience for National SecuritySeptember 16, 2012 – September 20, 20122012 BICSI Fall Conference & ExhibitionSeptember 18, 2012 – September 20, 2012The Green Data Centre Conference &Exhibition: LondonSeptember 19, 2012 – September 21, 2012Cyber-Risk and Data Breach ManagementSummit for Financial ServicesSeptember 27, 2012 – September 28, 20126th Annual Advanced Forum on Cyber &Data Risk InsuranceSeptember 27, 2012 – September 27, 2012DataCentres Eurasia 2012September 30, 2012 – October 3, 2012Fall 2012 Data Center World Conferenceand ExpoOCTOBEROctober 8, 2012 – October 10, 2012Telco Cloud Summit APACOctober 9, 2012 – October 11, 2012The Green Data Center Conference andExhibition: Bay AreaVENDOR INDEXUniversal Electric ....................................... Inside Frontwww.uecorp.comCable System ........................................................... pg 3www.cablesys.comAmericool .................................................................. pg 5www.americoolin.comPDU Cables ............................................................... pg 9www.pducables.comSumitomo Electric ............................................... pg 13www.sumitomoelectric.comDataAire ................................................................... pg 17www.dataaire.comServer Tech ............................................................. pg 23www.servertech.comEaton ....................................................................... pg 25www.switchon.eaton.com/datacenterjournal5Data Specialties, Inc. .......................................... pg 29www.webuilddatacenters.comCorning ..................................................................... pg 31www.offers.corning.com/1-EDGESolutions7x24 Exchange ...................................................... pg 32www.7x24exchange.orgBelden ...................................................................... pg 33www.belden.comAFCOM ...................................................................... pg 35www.datacenterworld.comAVTECH ..................................................................... pg 36www.avtech.comDCJ Expert Blogs .................................................... Backwww.dcjexpertblogs.com

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