Tech execs see green profits at work and home

By Michele Gershberg

NEW YORK (Reuters) - Technologies that help businesses use power more efficiently should become a bigger money-maker in the next decade, even if surging demand for data means overall energy use in the tech sector will still rise.

Executives at the Reuters Global Technology, Media and Telecoms Summit this week said businesses often see saving money as a way to help reduce their environmental impact by cutting waste, particularly of power.

IBM (IBM.N: Quote, Profile, Research, Stock Buzz), for example, consults with customers on how to streamline power use in their data centers, sometimes even forestalling the need to build new facilities.

"In the fourth quarter we did $300 million worth of business signings in green data centers," IBM Chief Financial Officer Mark Loughridge said, referring to deals to develop computer operations that consume less power.

"There's going to be more demand," he said.

EMC Corp (EMC.N: Quote, Profile, Research, Stock Buzz) has introduced data storage systems that use less power by spinning down disk drives when they aren't being used, for instance.

"We are trying to help customers manage that growth," EMC CFO David Goulden said. "They equate green to energy costs and energy being one of the biggest drivers of data center costs."

With data use growing at about 60 percent annually, total energy use will rise from the technology sector, executives predicted. But companies will find ways to reduce individual consumption.

"If you look at power consumed per employee, I absolutely expect that we will consume less power because we are driving things like server consolidation," Symantec Corp (SYMC.O: Quote, Profile, Research, Stock Buzz) Chief Operating Officer Enrique Salem said.

One major form of server consolidation is the push to use software to let a single computer do the work of many machines, a process known as virtualization, which also saves energy.

THE POWER OF DENMARK

VMware Inc (VMW.N: Quote, Profile, Research, Stock Buzz) expects 50 percent revenue growth this year, riding on a wave of virtualization.

It works with utilities in California to get rebates for its customers who markedly cut data center power consumption, and expects as many as 20 more to join in North America.

"We estimate something like 6 million servers have been virtualized since we started with VMware," CEO Diane Greene said. "We've saved approximately the ... power that Denmark uses in a year."

Applied Materials Inc (AMAT.O: Quote, Profile, Research, Stock Buzz) sees growth in its business for coating glass with a film that helps insulate large office buildings, reducing both cooling and heating costs.  Continued...