GFS Crane from GreenField Software provides a complete range of DCIM capabilities: data center modeling, facilities and IT infrastructure monitoring, provisioning, capacity planning, asset management, energy efficiency and sustainability reporting. GFS Crane is an ERP for Data Centers, allocating and optimizing key resources – power, space, cooling and networks. The software from India-based GreenField Software helps data centers control capital costs, reduce operating expenses, and mitigate the risks of data center failures. Green IT should be a big part of any enterprise sustainability strategy with a strong focus on reducing energy usage. Business leaders look for ways to reduce costs by minimizing energy usage, carbon emissions and waste. Technology can play a big part in providing the solutions.

1. GITAL
July 30, 2014
By: Monzer AL-Shaikh Warak
John Tan
Under supervision of Dr. Mamata Bhandar
ACTION LEARNING PROJECT
Information Systems Strategy

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LaunchingandsteeringagreenITcompanyThecaseofGreenFieldsoftware|7/30/2014
FIRM
Index
Introduction ……………………………………………………………. 2
The Key elements in a green data center ……………………………… 3
SWOT Analysis ……………………………………………………….. 3
Conclusion: Summarized Analysis and recommended decisions ………4
Recommendations proposal for keep sustainability ………………...…. 6
References ……………………………………………………………… 6

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Launching and steering a green IT company
The case of GreenField software
Introduction:
GFS Crane from GreenField Software provides a complete range of DCIM
capabilities: data center modeling, facilities and IT infrastructure monitoring,
provisioning, capacity planning, asset management, energy efficiency and
sustainability reporting.
GFS Crane is an ERP for Data Centers, allocating and optimizing key resources –
power, space, cooling and networks.
The software from India-based GreenField Software helps data centers control
capital costs, reduce operating expenses, and mitigate the risks of data center
failures.
Green IT should be a big part of any enterprise sustainability strategy with a strong
focus on reducing energy usage.
Business leaders look for ways to reduce costs byminimizing energy usage, carbon
emissions and waste. Technology can play a big part in providing the solutions.
Implementing green strategies, such as a green data center, can provide the
organization a competitive edge while benefiting the environment for the following
reasons:
Unpredictable energy prices, Desire for independence from fuels.
Energy efficiency is a growing part of business efficiency
A green data center can meet growing data volume and increasing processing
demand while managing escalating resource costs.
Desire to be viewed as a socially responsible company.
The growing awareness of implications caused by climate change
An efficient, green data center can help your company reduce costs and
comply with legal and regulatory requirements.
In addition,-most important- gain new competitive advantage in their markets
through sustainability-driven innovations.

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The Key elements in a green data center:
 Manage power costs
 Manage spaceand cooling
 Virtualize and consolidate
 Maintain hardware and software efficiency
 Aim for a scalable, modular data center.
SWOT Analysis:
Strengths:
 Products that are able to serve both the DC infrastructure business continuity
as well as energy efficiency
 Strong backing from established partner
 Own development team to manage and controlquality of products
 A committed executive that is able and willing to monitor the changing trend
and make swift decisions to meet the demands of the changing trends
Weaknesses:
 Organization may not be able to handle the rising business demands
 Do not have a strong marketing team to supportthe promotion of new strategy
 Limited manpower resources with the right expertise and knowledge to
supportthe growth of the business. Recruiting such specialized personnel may
also poseas a challenge
Opportunities
 “The worldwide market for green data centers will grow from $17.1 billion in
2012 to $45.4 billion by 2016 – at a compound annual growth rate of nearly
28%.” – Pike Research (link)
Threats/Challenges
 Data centers require lots of energy
 Cost& time required to develop needed infrastructure focused on renewables
versus fossil fuels
 Being the customer’s data hosting at others hardware may cause concern at
some of them.
 Obsessioninformation security.

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Conclusion: Summarized Analysis and recommended decisions
1) Whether to market their productas a business continuity solution or as a 'green
IT' solution
GFS has good solutions for both Data center infrastructure management and
Energy and sustainability management. The DCIM solution is especially good
because it comes not only IT but also facility management as well. To a
customer this will represent value add.
The ESM solution can be industry specific which means high level of
customization to meet the needs to different industries.
The solution was designed to be the ERP for DC Manager, solving resource
optimization problems.
Recommendation
GFS has capabilities in providing both DCIM and Energy & Sustainability
Management solutions.
GFS should consider positioning their products based onneed of their target
markets. There should be different sales pitches and marketing campaigns to
communicate with the different markets.
For example, if the target market is captive DCs with demand for HA, the
approachshould focus on the business continuity strength of the solution and
sustainability as an option.
If the target market is about Energy sustainability, statutory requirement, etc, the
approachshould focus on energy efficiency reporting and modeling with
business continuity as an option, etc.
GFS should not tie themselves down to any particular product type since they are
in a position which gives them advantage over most of their competitors, who
do not have both solutions. Either way GFS markets, it will give an
impression to the customers that it can fulfill their needs.
2) What intellectual property will differentiate them from the competition; and
how to respond to the changing needs of the marketplace?

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GFS started primarily in Energy and Environment management and related
consultancy services. They have gained traction in their capabilities to provide
DC asset management and business continuity. This can be a standalone
solution for specific markets or can be promoted as a value-added option for
customers.
By coupling both ESM and DCIM together will help GFS differentiate itself from
its competitors since there are few in the market with the ability to do what
GFS can do.
Integration is the key strength here. With both solutions stemming out of GFS, the
products are seamlessly integrated and that, not many competitors can claim
to have.
Moreover, the products are also able to integrate with other known enterprise
systems, which is an added advantage.
GFS has flexibility and control over its products, suchas quality, design,
development or marketing. It has a management team who has taken upon
themselves the responsibility to monitor market trends and is able to react
quickly to changes.
Marketing efforts can be shared with UD group provided that the GFS has the
final say in the direction in which they want to go and how to market their
solutions. The reach will be further and wider with supportfrom UD group so
GFS should consider tapping on UD group’s resources if it wants to dominate
the market with its excellent products.
3) Adopt the integration with Intel DCM: Energy Director to strengthen IT
monitoring and reporting capabilities of GFS Crane Power Management.
The integration will bring the following new features in GFS Crane:
a. Further flexibility in GFS Crane Monitoring by now adding the widely
supported Intelligent Platform Management Interface (IPMI)
b. Accurate energy usage measurement for servers without the need for
expensive power meters
c. Real time inlet temperature monitoring without temperature probes
d. Thermal map generation at rack, row and room levels without separate
Computational Fluid Dynamics (CFD) analysis.

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2. Build a successfully partnership with Technology leaders and Solution
providers that closely align with greenfield coretheme of delivering "Total
Operational Efficiency" to the clients.
Recommendations proposal for keep sustainability
1. It is paramount that leadership establish and communicate a sustainability
vision supported by a well-defined strategy.
2. Develop strategies to incorporate sustainability information technology
solutions that include the capability to analyze data and synthesize
information in a variety of forms required by different departments within an
organization.
3. Document a detailed strategy that includes priorities, objectives and assigned
resources for accountability.
4. Executing a plan with defined roles, processes and systems to implement their
strategy.
5. Regardless of how it fits into the overall business strategy, a successful
sustainability program must have the right level of leadership attention and
commitment.
6. The CEO should works hand-in-hand with the Chief Sustainability Officer
(CSO)or other executive in charge of sustainability to articulate the vision,
agenda, goals, targets, execution plans and performance achievement to the
board of directors and internal and external stakeholders.
References
 Presentation: “Sustainability & Green I.T.: A 2013 Horizon Watching Trend Report”, January 17, 2013
 Driv ing perf ormance through sustainability , Strategy , sy nergy and signif icance”, IBM Institute f or Business Value, IBM Corporation 2011
 "A Green IT Approach to Data Center Ef f iciency”, By Martin Ceron, IBM IT Architect, IBM Academy of Technology , IBM Corp. 2012
 “The Green Data Center Market Will Surpass $45 Billion by 2016”, Nav igant Research, September 14, 2012.
 “GreenField Sof tware To Embed Intel DCM: Energy Director Into GFS Crane DCIM Sof tware”, July 31, 2014