Key Trends for Data Centers Transformation in 2011 – Next-Gen Data Centers

Times are changing and IT is leading the transformation:

datacenter_next gen IT organizations, are pressurized between improved performances expectations, growing data and network bandwidth, cost reduction targets, converged architectures and technology innovations. As a results all large enterprises and SMB have a common short term objective to transform their data center to become a `Next-Gen Data Center. For this there are some key steps to take and here are some major trends we can predict to achieve this transformation in 2011 and beyond:

More performant, cost effective, energy efficient hardware platforms:data-center-costs

 From the silicon semi-conductor & processors, to the servers, to the data storage, to the networking switches, to the rack or data center cooling systems, at all level some very competitive and innovative offerings are coming to market from major vendors as well as start-ups with more performance, cheaper price, and more specially more energy efficient hardware platforms, helping to reduce the cost of acquisition (Capex) and of operating (OPEX) a data center.

Consolidation:

data center consolidationServers & Data Centers Consolidation simplify IT workload and the management of complex IT infrastructure, optimize floor space, power and cooling, and staffing while providing required flexibility to rapidly adapt to changing business needs. Combining multiple data centers into a single facility is a primary strategy for cutting costs while improving service levels.

 

Virtualization: server-virtualization-storage

With the economic recovery, Industry Analysts predicts an increase on IT spending in 2011,and we can predict that much of the data center transformation spending will be around virtualization. Virtualization of servers, storage, networks and applications will provide many benefits including cost savings and consolidation, energy consumption reduction, as well as the flexibility to meet new business requirements.

Cloud Computing:

cloud-computingThe Hype is over, mature and competitive offerings are available from serious vendors and providers, market acceptance is growing and SMB as well as major enterprises will be starting to deploy cloud platforms and leverage cloud architecture and services for some critical Web 2.0 applications in what some people call a “Data Center without Walls”.

 

Modular design: data_center_design

To reduce the cost and time to build a data center and to reduce the space required, a shift will operate to standard modular data center designs, instead of traditional floor-raised design, specifically built for each customer.

Key Performance Indicators:

data-center-best-practicesPerformance measurements and metrics will be more important, KPI will be developed and adopted to better measure performance, capacity planning, change control processes, system utilization, efficiency, energy consumption, and sustainability, moving to the Green Data Center vision, using renewable energy.

 

 

In summary, green data centers

Energy Efficiency, Cost Reduction, and Flexibility are the Key words for 2011 and the design and operations management of next-gen data center tends toward these requirements. Data Center transformation will be achieved through next-gen energy efficient hardware platforms, consolidation, virtualization, cloud computing, green initiatives, modular designs and best measurement practices, to enable organizations to quickly and cost effectively respond to market demands and new revenue opportunities.

Are you ready to lead  the transformation to next-gen data center ?

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Like in Real Estate, the future of Mobile Advertising is in “Location, Location, Location”

Latest Facebook announcement  launching its new Geo-Location feature, “Facebook Places”, which will enable you to share with your friends where you are, check who is also there, find out what’s interesting to do around, read some tips from your friends about the place you are checking-in etc…was expected and is a major move.Facebook Places iPhone App

 To me this announcement just emphasizes the importance of Location-Based-Services (LBS) for online advertising. Even if for now Facebook is not announcing, yet, mobile advertising capabilities for “Places”, I am sure they plan to do it in a near future as it is such a big market opportunity for local businesses.

In my mind, there is no doubt Facebook is running after competing Location-Based-Social-Network-Services (LBSN) as Foursquare, Gowallas, Brightkite and others Yelp leading that space for now, and when you know that “Places” will include Localeze directory of 14 Millions local business listings, that people will be able to share and consult on their mobile Facebook, and when you have Facebook’s  500 Millions users base, (and just a few Millions users for Foursquare and Gowallas) it’s easy to figure out who is going to win that battle, and grap the advertising business opportunity attached.

Localisation is a critical addition to Facebook as it provides valuable contextual content to the already rich Facebook objects database. (Each action you take in Facebook, each information you add, each comment you write, each link you click on etc, become an object in Facebook database, what a mine of information for marketers, and how SCARY, isn’it!).

Mobile: Life is LocalWith this new feature Facebook is moving from a basic Social Networking space for friends to a business-oriented tool for local businesses, and that is indeed a BIG business.

This will also clearly position Facebook to compete more and more with Google.

Any Marketer dreams of reaching customers where they are, where they can buy their products or services, and that is what Location-Based- Services enable them to do, by pushing a targeted and localised online ad to the consumer on his device, nothing can be more efficient, this is Powerful Next Generation Marketing, as we conceive it at MarCom-NeXt.

Latest Mobile Marketing Association report shows that Location-based mobile ads outperform all other formats, with nearly 50% engagement rate.

LBSNS intensifies the relevance between social networking and geographical location. By dint of check-in record and behavioral responses in different geographical positions, LBSNS users can generate corresponding relationship with  local enterprises, which enables the local enterprises to identify targeted consumers and improve the correlation degree and accuracy of advertising service so as to raise the value of local advertisement marketing.

So, how big is the business opportunity? May be not huge right now, the local advertising market of LBSNS shows a promising development outlook, but this market is still in the early adoption period and it will grow quickly and expand from US to Worldwide.

Facebook and Twitter access via mobile phones has grown by triple digits in the last year.

Apple iAd LaunchFacebook advertising revenue forecast from advertising is around $1.3 billion in 2010, and $1.7 billion in 2011, and has not yet penetrated the Mobile Ad market, which they will do with “Places”.

Google generates 90 percent of Google’s revenues with AdWorks advertising.

Apple with its iAd platform Apple required its first advertisers to spend as much as $1 million to start and pay both a $10 Cost-Per-Thousand (CPM) and a $2 Cost-Per-Click fee (CPC). Please note: Apple announced last week that it’s winding down Quattro Wireless, the ad network acquired earlier this year, to focus on Apple’s iAd program.

Location-Based-Services once integrated via APIs to services as Facebook are going to change the Internet over-all, as the internet will become “less about the searching and more about the getting“, less about Search Engines and more about Apps, which is why Google may be starting to worry.Google Compass

Like in Real Estate, the future of Mobile Advertising is in “Location, Location, Location