apple danmarks nye store datacenter - ved invest in denmark - bo bjerregaard, henrik nørby...

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Page 1: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Apple i Viborg

Page 2: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark
Page 3: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Historien vi gerne ville fortælle…………..

Strategi

Analyse

Go/No Go

Planlægning

Action

Logisk!

Sekventielt!

Forståeligt!Apple i

Viborg

Page 4: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark
Page 5: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Den virkelige historie

Ildsjæl i

Sillicon

Valley

INDK-

Kultur

Systematik

Ramme

betingel

ser

Bløde

danske

styrker

Page 6: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Datacenters

Denmark

Denmark is a good brand for legal

Transparency; Sweden has the ”FRA”

Legislation giving authorities right to monitor

Traffic and data

Will be compliant with

Expected further

harmonization in EU by

2014 (Forordning) – e.g.

No surprises

Reg. Safety – no extreme

weather or e.g. earthquakes to

put centers at physical danger

Reg. Sound: Less cost to establish fiber in

DK underground than e.g. Swedish granite; e.g.

Greenfield datacenters. Compact and efficient

infrastructure giving access to qualified

staff and allowing smooth logistics

Less latency than other Nordic countries. Though

Not best in Europe. What is being done to improve

Postion???

Lowest company tax in Nordics and below EU average; Easy to scale up

and down – flexicurity; easy to establish business, no red tape-

Competitive electricity prices;

E-Intensity; digtialization; it-readiness/ adaption;

Strong ICT cluster, skilled ICT candidates

Datacenters connected to Big

Data + Cloud business.

Denmark in front on

datamanagement,

supercomputing,

unsupervised machine

learning – and will host the

ESS datacenter; appr. 75

leading experts.

Denmark in front with Smart

grid in Europe – test bed and

Project intensive.

Smart grid innovations

relevant for ICT and energy

(HELP) and subsequently

datacenter services/

performance?

Leading photonics research

with optical fiber development

and internet speed.

Denmark’s real energy

leadership position is

efficiency.

High efficiency due to

geo/demography and

technology developments.

Don’t go for strategy with

cheap and abundant energy -

even if green like Iceland –

improving PUE is innovation

driven. Dont improve PUE by

placing centers in the arctics -

technology improvements

make higher input

temperature for cooling

possible and thus more free

cooling in e.g. Denmark. Here

you ALSO have

infrastructure.

Denmark is less green than

Scandinavia… Technologies

for reuse of excess heat

improve CO2 neutrality.Electrical grid is safe: continuity highest in Europe

Along with Holland.

Page 7: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

INDK Kultur

• Kundefokus

• Mange faggrupper

• Internationalt Udsyn

• Tillader opportunistisk tilgang

• Autonomi til udeapparatet

Page 8: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Systematik

• Generel info

• Brancheorienteret info

• Kundeorienteret info (tekniske

• FFM

• Info ”on demand”

• Villighed til at foreslå nye løsninger baseret på kundens forretningsmodel

Page 9: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

You may have heard about Google in Finland and Facebook in Sweden but did you know theseData Centers in Denmark?

13 March, 2015 Insert Name, Department, etc via 'Insert', 'Header & Footer'

» ASP

» BaneDanmark

» BankData

» BEC

» CSC

» Copenhagen University (KU)

» DMdata (Danske Bank, WM-data & Maersk)

» eBay Classified

» eBay Motors?

» Herning Kommune

» IBM Allerød

» IBM Lundtofte

» JN Data

» Nordea

» Solar

» Sparekassernes Data Center (SDC)

» Cohaesio

» DIR A/S

» Fujitsu

» Verizon

» DanDomain

» Datacenter Skanderborg

» DLX.DK

» Global Connect Hørskætten

» Global Connect Kolding

» Global Connect København

» Global Connect Albertslund

» Hostingcenter Århus

» HostNordic Datacenter

» house4iT HOSTING

» Interxion Copenhagen

» Jay.net Smedeland

» Netgroup Datacenter

» Nianet Hørskætten

» NMNET

» ScanNet

» Siminn Hostingcenter

» Sotea DC

» Telia Copenhagen

» Telia Glostrup

» Telia PowerCom

» UNI-C

» WWI

» ZitCom Datacenter

Page 10: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Security & stability

Politically and economically

• The Danish economy is AAA-rated

• Stable currency exchange rate versus

Euro

• Large public investment in internet

infrastructure, electrical grid and

renewable energy

Geographically and meteorologically

• Away from natural disasters zones

(earthquakes, hurricanes, tsunamis or

volcanoes)

• Stable temperate climate (small

fluctuations in temperature between

summer and winter) due to the large

amount of surrounding waters.

13 March, 2015

Page 11: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Top conditions for data center operations

• Latency: Low latency and good communications infrastructure

• Cost: Low electricity prices with high reliability

• Cooling: Cold climate = free air cooling

• Green: 100% electricity available from renewable sources

• Reuse: Use the heat from the center, to warm up houses via central heating

• Security & stability: Political, economical and environmental security & stability

13 March, 2015

Page 12: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Latency

The fiber optic grid in

Denmark is very well

developed.

Dark fibers are available

from several service

supplier allowing for

competitive

telecommunications

pricing.

13 March, 2015

Source: OECD Broadband portal

Latency to Amsterdam from southern

Sweden is approximately 7 ms, from

Copenhagen it is a bit lower and from Jutland

the latency is even lower.

Page 13: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Cool

13 March, 2015

Source: www.dmi.dk Danmarks Meteologisk Institute technical report No. 11-06, John Cappelen (ed)

DMI Daily Climate Data Collection 1873-2010, Denmark, The Faroe Islands and Greenland - including Air Pressure

Observations 1874-2010 (WASA Data Sets) Data for Tranebjerg TX27080_1873_2003 Read the report - Get data

The Danish climate offers an average annual temperature of 7.5° C (45.5° F), which means that the

data centers can be cooled directly via free air the greater part of the year.

Days above 25° and 30° C is equivalent to mid/northern Sweden:

• Merely 290 days between 1961 and 2003 with maximum temperature above 25° C (77° F)

• Average number of days per year with max temperature >25° C is 6.9 days

• Only 10 days 1961 to 2003 with maximum temperature exceeding 30° C (86° F)

Page 14: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Green

By 2035 all electricity are

planned to be generated from

renewable sources such as:

• Hydro (via NordPool)

• Wind power

• Solar

• Biofuel

• Heat pumps

• And no nuclear power

13 March, 2015

Electricity can be bought so it only comes from renewable sources - thus creating green

and environmentally friendly data centers.

Page 15: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Green

13 March, 2015

Denmark is the global green leader with the goal of being 100% fossil fuel free.

Abundance of wind energy – PPA in wind farms available to all sites.

Electricity available from 100% renewable Nordic sources - thus creating green and

environmentally friendly data centers.

Reuse of heat is good for environment and provides community support.

Page 16: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Reuse

The Danish heating system relies heavily on Central Heat and Power (CHP) stations with 62 % of

Danish households (1.6 million) depending on district heating . This means that the heat from data

centers can be transferred to the infrastructure of the CHP system and thus used to heat up homes.

This will have three major advantages:

1. Avoid heating up the air and water around the data center

2. Reuse of the heat means that you save the planets natural resources

3. Selling the reused heat means creating an additional income for the data center

13 March, 2015

Source: http://www.fjernvarmen.dk/Faneblade/OmOs.aspx?sc_lang=en

Page 17: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Reliability

13 March, 2015

The Danish electricity supply is best in Europe with 99.996% continuity of supply it offers optimal

uptime protection of the most critical data.

Page 18: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Rammebetingelser

• Generelle rammebetingelser

• Ingen særbehandling

• Har faste principper men villige til at diskuterer ændringer

• Har et dynamisk verdensbillede

Page 19: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Danske bløde styrker

• Flade hierarkier

• Samarbejde på tværs af siloerne: Kommuner, ministerier, styrelser, statslige

virksomheder, museer, metrologisk institut, private rådgivere etc.

• Selvetablerende projektgrupper

• Stakeholders tager ansvar

Page 20: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Den virkelige historie

Ildsjæl i

Sillicon

Valley

INDK-

Kultur

Kundefokus

systematik

Ramme

betingel

ser

Bløde

danske

styrker

Page 21: Apple Danmarks nye store datacenter - ved Invest in Denmark - Bo Bjerregaard, Henrik Nørby Søndergaard, Invest in Denmark

Resultater - tillid

• Fortrolighed

• Tager klientens ønsker alvorligt

• At der er nogen der kæmper for klientens sag

• Levere hvad der er lovet

• Myndigheder arbejder på aftaler

• Aftaler holder