The green movement

First thing we should discuss is the motivation of most companies to "go green", and what green they're talking about. Saving the planet is a noble cause, and after 30 years in this business I have yet to meet nobility in IT (or any other aspect of business for that matter). So I guess it's relativly clear to most of us that the "green" motivation is cash, and if it benefits the planet in the process even better. I present to many leaders in it each year and without exception they have green initiatives. But also without exception, they better have a concrete ROI (soft costs are no longer being considered in business cases).

This was all very understandable prior to the disastrous drop in the worldwide financial markets, but now it is a critical necessity. Ask any CIO what they're number one priority is, and they'll say cost reduction. In fact, most of the CIO/CTOs that I have spoken to lately have stated that all of their efforts and expenditures will be cost reduction motivated for the foreseeable future. With cost reduction controlling nearly every IT project now and on the horizon, what will that mean for the infrastructure manufacturers? Are they going to be the next housing bubble?