iuc dwebster 2014-10-3 final-a
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Datacenter
Affärsmöjligheter för regionala företag?
Derek Webster
Oktober 2014
Datacenter’s
• Why Data Center's ?
• Why here ?
• Approach to Market ?
Is this your Market …
Treriksrøysa
Treriksröset
Kolmen valtakunnan rajapyykki
Location: Stable, Fast Fibre, Climate
Power: Green, Strong Grid, Competitive
Business: Market Reach, investments, Ease of ...
Meeting Point
If the Internet was a Country = top 5… and growing faster than
+ 500,000 Data Centers Globally (est.)
Colocation: 3,169 Global. USA 1,245 Europe 948 (Nordics 94) est.
Global: 2.4 Billion people connected (+3bn by 2016)
Internet = 2.9% of Global GDP ($1.7 Trillion)
The Internet – Macro Numbers ...
3.4% of GDP (13 larger economies) = 70% of global GDP
Internet 3.4% of GDP … so what ? Source: OECD 2009
Sector % Contribution of Total GDP
%
7.7% 9.7% ? X % (22% Oil & Gas)
Internet Economy: G-20 GDP = 4.1% Source: ECU,OECD, BCG 2011
A sharp acceleration from the 10% contribution over 15 years.
Most economic value created by the Internet falls outside of the technology sector. 75% of the benefits are captured by more traditional industries.
Internet : 21% GDP Growth in Developed Countries in Last 5 Years + Jobs
Jobs
France over the last 15 years 500,000 jobs lost to 1,200,000 created (2.4 gained for 1 lost).
Global view of SME’s is 2.6 gained for 1 lost.
European Commission (EC) predicts in 4 years:
– Will create + 2,000,000 jobs
– Contribute € 636 billion to GDP growth
Internet Maturity (broadband penetration) and GDP Growth
“ Internet penetration has a positive impact on economic growth”. (Myongji University South Korea after examining 207 countries)
“A clear path can be found from introducing broadband and its increased penetration to per capita GDP”. (University of Munich 2009)
Every 10% increase in broad band penetration adds 0.9 to 1.5% to per capita GDP growth. (World Bank)
Internet = Ave $500 increase per capita
GDP over the last 15 years.
The Industrial revolution took 50 years
You will need some of these … !
Where
the
Virtual
World
… Meets the Real World
more World Class Digital Meeting Points - Data Centers
100MW+ Data Center
59MW of Wind Power from
Sweden to Hamina in 2015
10 year Fixed
power $ (40%
less than UK)
Lighting UP
Teliasonera fibre speed map:
800 million people are within reach
@ 50ms from Sweden and Finland
1. Demand – Fibre & Speed 800m @ 50ms
Cloud + Top 5 visited sites
New in progress
or in planning
Artic Fibre
ROTACS
Emerald
Baltic Sea Cable
Teliasonera
1. Demand – Fibre @ 66° New Investments
Sector Demand – 2. Power What are they looking for ?
Competitive Pricing:
Be better than your neighbours
Long Term Pricing:
Incentivise Favourable Tariffs'
Green Energy * :
Hydro, Wind, Photo-Voltaic, geo-thermal, Nuclear
Security of Supply:
Control of generation, supply and ‘term’ commitment
Duel grid feels to site...(Strong grid if possible - Nordic Grid)
Green agenda:
Corporate Responsibility and Compliance
* Sustainable Power = towards Carbon Natural
The further North
the more the tax
incentive for industry
and power tariffs
o 12.5% corporate tax rate
o EU Grants
o EU HQ Location for ...
o 15% - 35% regional aid out side of the capital
o Zero Tax on servers (customs and excise)
o Data Centre tax changes due ...
EU Power prices
‘Data Centres’
#3 24.5% Total TAX
Sector Demand – 3. Location & Tax
Sector Demand 3. Location Tax & Costs
… away from a city location Service reaching marketa
Reduced operational costs
5th power costs against NYC rates
Hydro power from Niagara falls
20-year package of tax breaks to reach $30 million
Savings from a big city location : o $m’s p.a. property tax
o $10’s m saved price per acre
o $10’s m p.a. sales tax
o $10’s m p.a. lower energy
Sector Demand – 4. Speed to Market Assumed low Natural Hazards and high Political Stability
Ease of doing Business Index
Prospective Investors want to see:
o Willingness to negotiate ... $ ?
o Eco-System to deliver and operate a DC
o Access to officials
o Land Banks Green or Brown Field
o Permit Ready Include 5MW - 100MW (Process)
o Power to Land ‘Time to Site’ MW now + on grid
# 14
# 9
# 12
# 5
# 13
Nord
ic C
ross
Who are
these guys…
Luxembourg
Switzerland
Archive
Gambling
Outside the EU
Yet compiles‘ with many
EU Laws
Inside the EU
Yet compiles‘
with many
EU Laws
? Sector Demand – 5. Legal Framework
“The Internet : an interstate & international medium”
Prospective Investors want to see Clarity:
o Be clear what services are permitted in country and to the region
o What international compliance standards and affiliations’ ?
Innovate or be out of date
Innovation in business:
Simply means doing something
New
Different
Smarter
Better
…that will make a positive difference.
Lower Cost
Build. $5m / MW
More Efficient
< PUE 1.1
DC Building for Normal Challenged
Fast Build = Speed to Market
< 6 Months start to Service
+ Revenues
+ Competitive advantage
+ Reaction to Capacity
+ ROI
- CAPEX
+ Capacity
- CO2
- Energy $
- OPEX
Last 5 years
12 months
$10m MW
PUE 1.6
2010
Business Achieve What
Strategy
Profit % ROI
Risk - Level
Team / resource
Success / metrics
Management … Low High
Hig
h
Effort
Imp
act
Fill
Ins
Quick
Wins
Major
Projects
Where do you want to go …?
Hard
Slogs
Swedish wrench
Little Swede
Skiftnyckel
Swedish Key
Swedish Key
Challenging Normal … All Good
Whisky Brandy
“ Zipper ” 1900 - Patented 1913
Brand +added Value … being different isn’t enough
Aero X400 298kW Ethanol 2006
Brand +added Value … being different isn’t enough
1. Point of difference? Unique attributes - to attract clients
Attraction: Values & attributes that customers genuinely want or need.
“...only when they work with your business or buy your product...”
2. Which customers you serve the best?
Define the market segment you serve best.
3. Find your place in the competitive landscape
How your customers think your offering ranks.
How you think your offering ranks.
Know your business's market position
Data Center : What is Happening …?
Support Business Logic
Driven Automation
Cloud is growing up .
• Virtual infrastructure = resources.
• Service provisioning.
• Payment at time of use.
Software Defined Networking (SDN)
Intelligent controller and physical switches + Services and Apps.
Software Defined Data Centre (SDD)
Infrastructure virtualized & delivered as-a-service. Software Automation = HW configured & maintained by intelligent software
Points of Entry …
Approaches from FDI to:
are Meeting Points
Products & Services :
Contractors / Builder
Security
ICT
M+E
Maintenance
People …
Professional Services
To a Regional Government
Agency
Land …
Fibre - Access
Power - terms, up-time,CO2
Professional Services
ICT : In the Nordic DNA
Network Readiness
Index 2013: Top 10
Starting Points Amazing business cases to tell …
Treriksrøysa
Treriksröset
Kolmen valtakunnan rajapyykki
N
S
E W
Takk Tack Kiitos
Thank you …
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