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I read a feature article earlier today from #Gigaom’s @UciliaWang announcing that a startup, “Fjord IT opened its first data center space in Oslo and is banking on a air cooling technology and cheap hydropower to attract European customers who want low-carbon cloud services,” using a much smaller footprint.  Ucilia went on to say that the “1,000 square meter (3,280 square feet) pilot project, is at the Hogas Industrial Park in Oslo. The space is filled with its efficient cooling technology and is also powered by cheap hydropower, which has a lower carbon footprint than fossil fuel-based power. Those attributes could make its IT services appealing to environmentally-minded businesses as well as businesses in countries that have renewable energy and emission-reduction goals.”

Gigaom’s article today was music to my ears, since I have been researching a white paper on large scale Greenfield data center parks like Niobrara planning to generate most of their 100+ MW onsite in Colorado and in Switzerland selling excess generation back to the grid, both incorporating next generation cooling, DC power distribution, and microgrid based distributed generation technologies (see, and  What concerned me most, was I was hearing these stories about new plans for huge 50+ MW data center campuses in North America, Europe, and Asia, but I was hearing little about the smaller data centers, which will also undoubtedly grow as our demand for more processing power, cloud, virtualized environments and BYOD support grows.

Given that most commercial and government data centers are still smaller and were built during an era when PUE’s of 2.0 or 3.0 were the norm and standard in the industry, the Fjord IT story reminded me that data centers of the past are becoming “Somebody I Used To Know!


I just happened to check my Twitter Timeline the other day on Tweetdeck and a Tweet from @Forrester’s David Truog @forrDavidT caught my eye.  It simply said, “Get ready for the ultra-connected customer to upturn marketing in 2013.  The link was: 
I read the short summary of their new study and the first of his recommendations rang true.

“As a marketer facing this surge of perpetually connected customers, you need to seize the opportunity and:

  • Master multichannel marketing now more than ever. “

Today I was reviewing a B2B company’s website and digital media strategy, and that quote resonated again, as I saw inconsistent branding across channels, multiple names for the same product line, 3 generations of corporate logos, and more.   For smaller startups and mid-sized companies, I believe this is a real problem, as each channel competes for attention and a limited marketing budget.

However, the critical thing to keep in mind now is that B2B customers are increasingly looking to multiple channels to research the companies they might buy from.  When the message is confusing, the branding and corporate image unclear, or the product names are inconsistent, these potential customers easily move on your competitors, usually the next company on their list. 

I think David Truog is definitely right on the money here!  I suggest that “People Get Ready, There’s A Train Comin’…….”

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