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Google - Web History

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Introduction and Context

Today, with the rise of multinational companies in the IT industry all around the world, there is a green awakening for Information Communication Technology to walk in the footprints of a green environment. Green IT is often referred to as the study and practice of using computers and IT resources in a more efficient and environmentally responsible way. The IT technical infrastructure describes "choices pertaining to applications, data and technology configurations" (Broadbent and Weill, 1997). The human infrastructure on the other hand pertains to "the experiences, competencies, commitments, values and norms of the IT personnel delivering the IT products and services" (Byrd and Turner, 2000).

The combination of the IT infrastructure, the human element and the eco friendly environment can lead to the definition of Green IT "It is an organizations ability to systematically apply environmental sustainability criteria (such as pollution prevention, product and stewardship, use of clean technologies) to the design, production, sourcing, use and disposal of the IT technical infrastructure as well as within the human and managerial components of the IT infrastructure." (Molla, et al., 2009).

The impact of the ICT on the environment today, is one of the broadest issues now sort to be resolved by many of the top Fortune 500 companies and Small and Medium Enterprises's (SME's). As a global industry, utilizing natural resources for day to day activities and business operations, ICT is becoming a consortium engaging in research and dissemination activities to improve understanding and awareness of how it affects the environment. Like any other field of study, an understanding of the environment is highly essential and deeply dependant on correct, relevant, and recent information being available to individuals and organization, whose decisions impact the green environment.

Google developed the Google PowerMeter, a free energy monitoring tool that allows people to check the energy consumption at homes, online. They fostered an open ecosystem to energy information. This way Google created an awareness of how much energy is being used in each home. This saves money and helped to make smart decisions reducing energy use by 15%.

In a broader view, ICT's are closely knit together with the environment to form a balance. The incorporation of Green IT has been benefitting as just about 70% of respondents believe they play a significant role in initiating Green IT changes. An equal percentage, advocate for Green IT to be a core part of the organization environment sustainability strategy.

At the office level, they inculcate reduced use of paper and optimum utilization of resources, networking, and information exchange. At a more personal level, ICTs are critical in equipping a dynamic generation of people who are more eco friendly, more sensitive, and actively participate in the formulation of policies that affect their communities, nations and the world.

ICT systems extensively accounts for about 25 percent of direct electricity usage from commercial office buildings, and from locations with a high density of IT gear including poorly lined energy managed areas.

Attaining a green ICT is doable and is of great value comprehending the impact of a greener ICT is multi-fold:

* Smaller physical footprint (e.g. smaller and more modern data centers)

* Lower carbon footprint (updated devices)

* Lower heating/cooling costs

* Automatic Power saving electrical appliances

* Compliance with government regulations

* Good marketing

Research Aims and Objectives:


The dissertation aims here to investigate the need and emergence of Green IT in the IT industry. To understand and collaborate the impact of a Green IT in ICT and how organizations can adopt successful strategies to sync in with the environment. Analyze best practices in Green IT adopted by a company to make it available to use by other MNC's to achieve the aim of providing IT services in an environment friendly atmosphere. To investigate why if companies know the need for a Greener ICT, are not taking initiatives to incorporate a green environment.

Research Questions:

The following are the research questions:

1. What is the need for Green IT?

2. How does a Green environment help ICT?

3. How do people and organizations look at Green IT?

4. Is Green IT acceptable to the larger masses?

5. What are the challenges faced by organizations in adopting to Green IT?

6. How to overcome challenges in a strategic manner?


Although, the need is high, the execution of environment friendly work methods and atmosphere becomes risky with people participation and costs to adapt. Therefore, the main objectives of this research are:

1. To identify what Green initiatives can be integrated into companies in ICT.

2. To emphasize the need for IT companies to adapt to a green environment.

3. Create awareness of natural resources being depleted at an alarming rate and ways to protect it with regard to the IT industry.

4. Identify key aspects in optimum utilization of resources.

5. To identify the extent to which companies encourage Green initiatives and support employees who have a 'Go Green' attitude.

Literature Review:

A recent study by Forrester shows that 28% of IT decision makers in many companies in Europe, Middle East and Africa consider environmental criteria to be very important while carrying out IT services and operations. This is because it has come to pass that the carbon dioxide emission from the IT industry equals that produced in an airline industry, 2 percent to 2.5 percent, which is an alarming percentage added to global warming. But for more technological advanced nations like US and Japan the number is 5 to 6 % and is steadily increasing at dual digit rates. The ICT's carbon footprint is expected to triple during the period



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