A Profile of European Datacenter Markets: Enterprise Ireland

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1 A Profile of European Datacenter Markets: Enterprise Ireland Nick Parfitt Dan Scarbrough David Carter DatacenterDynamics 24 th June 2010

2 Introduction & Objectives A Profile of Europe Comparative Analysis of Markets Tips for Market Development Today s Agenda

3 Objectives

4 + Samples from DCD European events CRM (30,000+ records) + Media + Validation through other research sources Sources of Information

5 The Datacenter World Divides into Three

6 Space (million m 2 ) Racks (000) Average power per rack Maximum power per rack kw/rack 4.1 kw/rack 4.4 kw/rack 10.1 kw/rack 9.7 kw/rack 10.5 kw/rack Inlet air temperature ( 0 C) Europe: Facility Profile

7 Europe: Investment Trends ( bn)

8 Construction costs: $15,400 per server housed (Uptime Institute 2008) Source: Corgan & Associates (DatacenterDynamics Dallas 2008) $Million: square feet white space, Tier III, 150 w/square foot Analysis of Investment

9 Construction costs: $15,400 per server housed (Uptime Institute 2008) Source: Corgan & Associates (DatacenterDynamics Dallas 2008) $Million: square feet white space, Tier III, 150 w/square foot Analysis of Investment

10 Europe: Investment Drivers

11 Europe: Pain Points

12 Global markets: large facility profiles extensive & pervasive influence most innovative & most competitive pressing resource & space pressures datacenter industry mirrors wider economic profile. Primary markets: spheres of influence along business & cultural lines may be resistant to global trends idiosyncratic pressures based on different datacenter cultures growth as datacenter industry moves towards balanced profile. Secondary markets: smaller facility profiles following rather than leading tend towards basic facility concerns growth as datacenter industry moves away from dependence on colo/hosting, telecoms & finance. Emerging markets: smallest facility profiles tend to be outside Western Europe concerns linked to need to balance growth & risk dependence on colo/hosting, telecoms & finance. Europe: Market Segmentation

13 Europe: Market Segmentation

14 Iceland Norway United Kingdom Sweden Netherlands Denmark Russia Belgium/ Luxembourg Germany France Portugal Spain Switzerland Austria Hungary Italy Greece European Markets: Size

15 European Markets: Investment

16 Inward investment; skills High costs; legacy transformation Power consumption, space Meeting increasing IT requirements; technological confusion; availability of power Availability of funding Power consumption, efficiency, monitoring TCO, resource adequacy, legislation Cooling, management, availability Power provision, power costs, speed of change Power consumption, space, cooling Inward investment; skills Availability of funding; achieving efficiency Power consumption, efficiency, monitoring Power consumption, downtime Availability of funding Europe: Drivers & Pain Points

17 Europe: Growth Levels

18 Depends on the nature of the solution/service you are offering, the project value and its mission criticality Depends also upon the characteristics & procedures of the organisations you are dealing with: Approved suppliers Development of standards Tendering process (open or closed) Use of third parties (project managers, contractors, architects etc) Specialist teams In-house validation facilities IT or FM? Tips for Market Development: Route to Market

19 Depends on the nature of the solution/service you are offering, the project value and its mission criticality Does what it says on the tin OPEX as well as CAPEX Green is now expected Compatibility & improvement Reputation/dependability External endorsement? Solutions rather than products Future-proofing. Tips for Market Development: What Clients are Looking for

20 Culture Different trade standards M&E Different OHS legislation Historical datacenter development Local presence/ point of contact Traditional industry Speed of change/ adoption spectrum Compatibility Vested interests. Tips for Market Development: Barriers to entry

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