My research team at Forrester helps tech vendor strategists anticipate and navigate in rapidly changing market environments. We can't take a siloed view on specific product and service categories, but rather broaden our perspective in order to trace cross-market dynamics around key issues such as sustainability, globalization, collaboration, mobility, and cloud. This puts tech vendors in better positions to act on emerging demand signals, competitive scenarios, and opportunities to select best-fit partner, channel, or acquisition targets.
The market for dedicated solutions and services that help companies manage their energy, emissions, and overall sustainability strategy is still nascent. The evolution of sustainability at larger software and IT service vendors started with their internal efforts, which is an important factor framing their portfolio and go-to-market strategies.
As a result, there are still a significant number of vendors that are converting their internal capabilities to analyze, define, and implement sustainability into customer-facing software and/or service portfolios. These portfolios of services go well beyond green IT, increasingly focused to serve clients wrestling with hot topics such as enterprise carbon and energy management (ECEM), green supply chain, and sustainability performance management.
My colleague, Daniel Krauss, and I have recently completed a comprehensive round of interviews and analysis with many different players offering sustainability consulting services, including software, IT and business services, hardware, and even industrial companies (see Figure 1).
In the late 1940s, William Levitt came up with the idea of pre-fabricated homes that could be mass-produced and shipped to suburbs across the US providing cheap and efficient housing. Towns built using these pre-fabricated houses were dubbed Levittowns, and are now known for their drab monotony. In my opinion, pre-fabricated homes were a flop, but the idea of pre-fabricated “Levittown-esque” data centers is brilliant!
And I’m not alone--HP and Colt are just two of the latest providers to jump on the pre-fabricated data center bandwagon this month. Other vendors such as Digital Realty Trust, APC, and IBM have also been offering similar solutions for a while now, but the solutions appear to be a bit more custom-made than the recent announcements by HP and Colt.
The pre-fabricated data center modules are built out in around 750-800kw units and are fitted together like Legos (HP’s even looks like Legos!). Many modular data centers can be linked together (and Colt’s can also stack vertically) to build out a much larger space.
Why should you care about these pre-fabricated data center offerings? Well, they make the whole process of building your own data center much cheaper and faster. Some of the benefits I can see include: