A Profile of European Datacenter Markets: Enterprise Ireland Nick Parfitt Dan Scarbrough David Carter DatacenterDynamics 24 th June 2010
Introduction & Objectives A Profile of Europe Comparative Analysis of Markets Tips for Market Development Today s Agenda
Objectives
+ Samples from DCD European events CRM (30,000+ records) + Media + Validation through other research sources 74 198 897 617 312 86 326 71 207 211 Sources of Information
1 3 2 3 The Datacenter World Divides into Three
2007 2008 2009 Space (million m 2 ) Racks (000) Average power per rack Maximum power per rack 2.6 2.8 3.1 400 550 650 4.1 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) 18.4 20.8 21.2 Europe: Facility Profile
Europe: Investment Trends ( bn)
Construction costs: $15,400 per server housed (Uptime Institute 2008) Source: Corgan & Associates (DatacenterDynamics Dallas 2008) $Million: 10000 square feet white space, Tier III, 150 w/square foot Analysis of Investment
Construction costs: $15,400 per server housed (Uptime Institute 2008) Source: Corgan & Associates (DatacenterDynamics Dallas 2008) $Million: 10000 square feet white space, Tier III, 150 w/square foot Analysis of Investment
Europe: Investment Drivers
Europe: Pain Points
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
Europe: Market Segmentation
Iceland Norway United Kingdom Sweden Netherlands Denmark Russia Belgium/ Luxembourg Germany France Portugal Spain Switzerland Austria Hungary Italy Greece European Markets: Size
European Markets: Investment
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
Europe: Growth Levels
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
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
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