NEWS - Altran

high-tech
Google tries its hand
at renewable energy
The internet giant is embracing
a spectacular diversification
of activity by throwing itself
into a line of work completely
unrelated to computers: energy
production. At the end
of November 2007, it announced
that it was planning to invest
“hundreds of millions of dollars”
to develop technologies aimed
at reducing the cost
of renewable energy. Its avowed
goal is to produce a megawatt
at a cost price lower than that
of pollution-heavy coal-powered
energy plants common in the
United States, in order to reduce
atmospheric carbon waste.
While solar and wind energy are
of major concern to the energy-
consuming company, they are
also a promising source of profit.
Google has plans to license
its own technologies or to sell
energy to other companies.
• • • continued from page 18
Act that requires all listed companies to implement
reporting, i.e., to publish corporate responsibility
ratings. But there is no legal action directed at those
who don’t comply… [so] few companies actually
have a real CSR strategy. The people in charge of
sustainable development have few means and very
little decision-making power…”
Lobbying NGOs…
In reaction to the lack of involvement, stakeholders
(customers, NGOs and shareholders) have stepped
up the pressure to change these practices.
For example, non-governmental
organisations lead information
campaigns to catch the public’s
attention or even hold brand
boycotts. Each year at the end
« N o n- g ov e r n m e n t a l
organisations lead information
campaigns to catch
the public’s attention. »
of January, during the Davos Forum, Pro Natura (the
Swiss branch of Friends of the Earth) and The Berne
Declaration bestow a “Public Eye Award”. This award
identifies those multinational companies deemed the
most irresponsible in their actions. This year, the two
NGOs are also giving the first “Public Eye Positive
Award” to Coop, a supermarket chain, for its contributions
towards environmental protection, especially
in its marketing of organic products. In the opinion of
Anne-Catherine Husson-Traore, media awareness of
non-CSR practices can inflict commercial damage
on a brand’s image.
…and the role of
shareholders?
Pressure on entrepreneurs can
also come from within the company.
The CEO of Novethic states,
continued on page 24 • • •
Médiathèque EDF
ThREE QUESTIONS FOR FRANCO DONATI,
PRESIDENT AND CEO OF DONATI gROUP
Donati Group manufactures and installs insulating material. Since 1996, it has also produced
and sold panels and accessories for the naval sector, railway transportation sector,
and for use on furniture and building facades. Altran is involved in the Xeliox project,
which aims at erecting the first Class A industrial building. Altran contributes its expertise
to Donati Group in the creation of a building with maximum energy efficiency that fulfils
certification protocols by choosing innovative designs.
Why invest in energy
certification for
your building?
Italian SMEs often lack
resources for investing
in R&D, because they don’t
have enough commercial
surface area. For this reason,
this building will be both
our headquarters
and a prototype for our
prospective clients.
Xeliox uses the latest
advances in fuel economy
and abides by the most
stringent energy norms.
It’s solid proof that it’s
possible to conduct applied
research and to develop
a corporate offer from it.
What are some
of Xeliox’s distinctive
energy features?
The building uses six times
less energy for heating
and air-conditioning than
its traditional counterpart.
On top of that, we used
materials of local origin
at an excellent price/quality
ratio. Photovoltaic cell panels
produce electricity that lights
up the offices from inside out.
Two thermal solar captors
(low and high temperature)
supply the air-conditioning
system. Right now, it’s the
only industrial building
of its size (5,000 m 2 over
two floors) in Italy
and even in Europe
to be so certified.
This type of building
would be perfectly suited
as a supermarket,
because its space can be
heated using the heat
emitted by refrigeration
devices—a supermarket
that runs without heating,
except in emergencies.
What is Altran’s role
in the Xeliox project?
Altran is helping us
in three ways : obtaining
the necessary financing;
building certification,
and conversion of energy
savings into “black
certificates”, which reward
buildings that reduce
their CO 2 emissions.
22 Altitude n°13 /april 2008 Altitude n°13 /april 2008 23
DR
ALtRAN PROject