Data Centre Management DCW14 Preview

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Past tense, future perfect?

About the only thing for certain in the future of data centres is change.

A stellar array of knowledge and experience is lining up at Data Centre World to debate what the changes are and how the data centre must adapt to meet them. We take a sneaky peak at the agenda.

“As we move into 2014 we will start to see the once humble data centre increasingly becoming the engine room of the modern age powering everything from real time advertising to street lights, water systems and even weather predictions,” says McVey.

ne of the key themes of this year’s Data Centre World conference is Data Centres of the Future. This promises to stimulate wide ranging and lively debate among the speakers because whatever the future holds one thing is sure: as one speaker puts it, the data centre of the present is not the data centre of the future.

The author of that prophetic opening line about the need for a changing future for data centres is Dominic Phillips, the managing director of Datum, a co-location data centre provider. He says the fundamental driver of change is business criticality. “As organisations transact more of their business and host more of their core applications in the cloud, their businesses rely more and more on vast amounts of paperless data,” he says. “And this has enormous implications for data centres who have to be able to fully support that business critical data.”

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“The macro trends for the DC market are incredible.”

There has, without question, been a huge amount of flux in the industry and this looks only set to continue according to Andrew Roughan, the commercial director of data centre provider Infinity SDC. “The macro trends for the DC market are incredible: technology becoming more important, outsourcing increasing and data consumption booming,” he says.

Ian McVey, director of marketing and business development, enterprise and systems integrator segment, at Interxion, sees a massive social and technological change that will be underpinned by the data centre. “ It’s fair to say that we are now on the brink of a reality entirely controlled, infiltrated and enhanced by technological conveniences. As adoption increases so will the demands on our infrastructure to support it and we will need a lot more than Wi-Fi to be ahead of the curve,” he says.

Andrew Roughan, Commercial Director, Infinity, will be speaking on ‘Making the data centre part of the IT solution, not the place where it resides’ in the Data Centres of the Future Theatre on Thursday 27th February 2014.

There is general agreement on the key challenges confronting the industry as it faces up to critical role for customers. Patrick Flynn, the group leader, applied intelligence & sustainability for data centre operator, IO, sums it up. “How do we improve resiliency, uptime and energy efficiency?”

So, that’s the easy part. The tricky bit and where the industry debate will be lead at DCW how to achieve these three golden objectives. He believes the answer is what he calls “data-derived intelligence”.

Ian McVey, Director of Marketing And Business Development, Enterprise And Systems Integrator Segment, Interxion, will be speaking on ‘How data centres will drive the cities of tomorrow’ in the Data Centres of the Future Theatre on Thursday 27th February 2014.

Dominic Phillips, Managing Director, Datum, will be speaking on ‘The data centre of the future is not the data centre of the past’ in the Data Centres of the Future Theatre on Wednesday 26th February 2014.

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“The only way to obtain reliable data is with standard, mass-produced hardware that is existentially converged with an operating system,” he says. “The true work of data science is to know what numbers to mine, how to crunch them, and which outcomes matter.”

At DCW he will be jointly presenting with customer Geoff McGrath, the managing director of McLaren Applied Technologies, part of the F1 racing group, on how the two companies are “actively applying our shared expertise to digital infrastructure”. Flynn adds teasingly: “We believe our findings will have great import for not only the data centre, but for the entire IT stack that comprises cloud.”

on the infrastructure are leading more enterprise organisations to look for a specialist data centre provider where they can co-locate their equipment securely, effectively and efficiently”.

He adds that his presentation will look at how data centres need to adapt to meet customers’ increasing need for scalability, resilience, efficient operations, flexible access to connectivity and cloud services and high powered computing.

While David Gauthier, the director of data centre architecture and design strategy, for Microsoft, will be exploring how data centres should no longer be addressing equipment failures – an expected operating condition - through redundant components and systems. Instead he says: “the shift to cloud resiliency offers an inflection point to re-examine the design and operation of the data centre. The cloud-scale data centre is an integrated system - software and hardware working in concert - mapping service level agreements to real-time infrastructure performance”.

“Up to 90% of data centre outages are down to human error.”

Meanwhile, Ian Dixon, the VP operations at Colt Data Centre Services, puts the focus firmly on minimising downtime. “Up to 90% of data centre outages are down to human error and can take out even the most resilient data centre or cause security breaches” he says. “As a result, we can expect to see Management and Operation certification become every bit as important as Tier III or Tier IV technical design certification”.

He adds: “Another challenge is transparency. There is an increasing trend for customers to know what is going on inside the data centre housing their equipment. This has been led by power pricing / unbundling, but is also becoming more and more evident in all other aspects of how data centres are run by operators.”

Geoff McGrath, Managing Director, McLaren Applied Technologies, will be speaking on ‘From intelligence to wisdom: Why sustainability needs Big Data’ in the Data Centres of the Future Theatre on Thursday 27th February 2014.

It is because of the unique position that DCW holds in this community that allows it play such a valuable role in helping the industry come to terms with the challenges and work out strategies for dealing with them. Dr Mike Kelly, the CEO of DataCentred observes: “Making progress on data centre efficiency challenges crosses so many disciplines that events like Data Centre World, provide an almost unique forum in which to explore these issues. It brings together facilities management, power and computing specialists, as well as designers and modellers to cross boundaries and take the necessary holistic view.”

Dixon echoes the thought of benefiting from the learning of others: “Data Centre World is an important event on the calendar for Colt Data Centre Services. Not only does it provide us with the chance to network and hear from other industry leaders, analysts and top technologists, but it also provides us with a platform to showcase our cutting-edge data centre services and expertise to a wide audience.”

And there are numerous speakers at the conference reveal some of the very latest thinking and practice. John Noakes, director, product marketing & partners for Attenda, says “changes in the role of IT and increasing demands

Dr Kelly of DataCentred believes there needs to be a holistic view on measures of data centre energy efficiency. “Traditionally, there has been no end-to-end view of energy efficiency,” he says.

“Chip designers have used techniques to make on-chip and on-board calculations efficient; rack builders have devised techniques which are efficient in cooling servers within racks and within containment systems for pods of racks; data centre operators have ensured that bulk efficiency of supposed compute energy demand versus total energy demand are as low as possible.” But he says that since no part of this chain has sight of the others, what is described as total efficiency, Power Usage Effectiveness (PUE), “may bear no relation to compute efficiency at all”.

But Kelly believes that in large, single user data centres, an end-to-end view Ian Dixon, VP Operations, Colt Data Centre is increasingly possible, and is a better Services, will be speaking on ‘The data centre crossroads’ in the Data Centres of the Future Theatre measure of energy efficiency. He says on Wednesday 26th February 2014. he will be using his presentation to discuss whether such measures and some of the efficiency techniques they lead to, could be used in a multi-tenancy data centre.

Metrics will also come under review at the conference in the IDC Theatre where Adrian Jones, the director of technical development at CNET Training, will be considering which energy metrics can be applied at a particular data centre. “Data centre energy metrics have come to the forefront as businesses endeavour to meet the challenges of Government legislation to improve energy efficiency and ultimately reduce the total cost of ownership,” he says.

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“Energy metrics allow a business to establish a baseline to initiate energy efficiency plans and then track and monitor the improvements. However, understanding the correct metrics that can be applied and their given benefits and limitations is key to enabling their effective utilisation,” he adds.

equal value to a client we need to “deliver appropriately priced data centre DC solutions to the end user at whatever tier.”

How both users and customers view a data centre will also be a key debating point at the conference. Datum’s Dominic Phillips says that organisations will have to “consider data centres as more than a temperature-controlled outhouse” in future.

He continues: “As an industry we need to understand the transformation journey they are on, and to recognise that technology is becoming more and more important and less and less predictable. To think that an enterprise can plan five or 10 years worth of IT requirements is mad, so why does the DC industry ask them to contract for fixed lumps of space and power.”

“They have to seriously consider whether their data centre of choice provides an environment for their infrastructure that is as safe, as resilient, as connected and as well managed as their business demands.

Downtime is serious for any business – and a poor choice of data centre will certainly show up when things start to go wrong”.

He said that despite a view that data centre services it could be viewed as Mike Kelly, CEO, DataCentred, will be speaking on ‘Energy compute efficiency in a mixed data centre a commodity, buyers who continue to ecology’ in the Data Centres of the Future Theatre on focus their buying decision on price Thursday 27th February 2014. alone could live to regret it. “The data centre of 2014 and beyond has to be equipped to minimise all risks and managed to remove uncertainty. It will no longer be sufficient to pay lip service to the basic considerations of a data centre. Providers will need to demonstrate to buyers that they can truly deliver on the fundamentals of security, resilience and connectivity.”

David Gauthier, Director of Data Center Architecture and Design Strategy, Microsoft, will be speaking on ‘Designing and operating cloud-scale datacenters’ in the Data Centres of the Future Theatre on Thursday 27th February 2014.

Phillips suggests further considerations that need to be made: “The location of data centres - a controlled environment is critical, both inside and outside the data centre and its grounds, which means that the data centre has to be in the right place. Service – if something does go wrong the customer needs someone to help right away not when the provider gets round to it.”

He adds: “Data centres should provide a meeting place, with direct connectivity, for service providers and businesses who want to speed their journey to cloud. And when IT managers select a data centre, they will not be the only people interested in the choices made. Clients, compliance organisations, the market, the board will all be increasingly interested in whether the data centre is environmentally efficient, sufficiently resilient, secure and properly managed with the ability to pre-empt problems and deal with any issues that might arise.”

“To think that an enterprise can plan five or 10 years worth of IT requirements is mad.”

Infinity’s Roughan, says that, despite the apparent growth in the UK data centre market, the wholesale and retail co-location sectors in particular are not seeing this growth come through and the market has become oversupplied. “Why?” he asks. “The customer is finding conscious and sub-conscious ways of avoiding data centre investment as it has become disproportionately expensive as a percentage of their total IT spend.“

John Noakes, Director, Product Marketing & Partners, Attenda, will be speaking on ‘The data centre of the future is not the data centre of the past’ in the Data Centres of the Future Theatre on Wednesday 26th February 2014.

He says the solution is for the industry to “behave like a component of the IT solution, not like a property”. He advocates the utility provision of data centre where “if you don’t use it you don’t pay for it”. He goes further; because not all applications are of

But, as well as having a basis in the conceptual and business side of data centres, the Data Centre World event has been built around the ecosystem that physically creates them and keeps them operating. This is the meat drink of the Facilities and Critical Equipment theatre where a range of experts talk technology and techniques particularly on the key areas of power and cooling.

Jonathan Barnett, the managing director of Fuel Storage Solutions considers the threats posed by the diesel bug and sludge formation which result when diesel sits around unused for months in a standby generator for example. “Generators are vital for data centres. They are regularly maintained and serviced, but unless you do the same with the fuel it will cause the generators to fail,” he says. He says he will help attendees learn how to identify problems and how to keep fuel clean, dry and ready for use.

While Jon Pettitt, the EMEA data centre business manager for cooling systems specialist Munters will be tackling that other great power related issue – how to get rid of the heat a data centre’s massive appetite for power generates. He will be using a case study from Digiplex’s Fetsund Oslo plant (see Exhibitor Preview

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including Cambridge University will share their experience of equipment reliability and operational gains made using this technology.

page XX) to examine the benefits of indirect evaporative cooling (IEC) solutions for data centres.

Pettitt says: “IEC meets the requirements of any facilities desired cooling conditions, using significantly less energy than mechanical cooling solutions and avoiding the need for refrigerant compressors. Outdoor air is used for cooling the indoor air via a patented polymer heat exchanger whilst ensuring potentially Jon Pettitt, EMEA Data Centre Business Manager, Munters Air Treatment, will be speaking on contaminated outside air does not ‘Largest indirect evaporative cooled data centre in Europe – DigiPlex approach amongst most sustainable enter the data hall.” He will describe in the sector’ in the Facilities and Critical Equipment Theatre on Wednesday 26th February 2014. the implementation at DigiPlex Fetsund Olso which is designed to cool over 10MW and achieve a PUE of 1.12 and cooling pPUE of 1.06.

Alan Beresford, the managing director of EcoCooling acknowledges the “extraordinary” demand for data centres to reduce energy use from cost, environmental and political reasons and the role of air. “Significant savings can be made from replacing conventional refrigeration systems with fresh air based ventilation systems supported by direct evaporative cooling” he says. He adds that his presentation will discuss practical implementations and operators,

Alan Beresford, Managing Director, EcoCooling, will be speaking on ‘Fresh air with direct evaporative cooling: risk v reward. An appraisal of long term installations in the UK’ in the Facilities and Critical Equipment Theatre on Wednesday 26th February 2014.

Another advocate of evaporative cooling is Kris Holla, the chief sales officer, data centre products and vice president, Nortek, which owns the exhibitor, CES Group. It incorporates direct evaporative cooling (DEC) and indirect (IEC) free cooling technologies to minimise or eliminate the need for condensers or chillers for mechanical cooling.

He says: “Indirect evaporative cooling (IEC) systems also offer data centre managers the additional benefits of keeping white space dew points in check and allowing for 100% recirculated process cooling air when air quality issues are a concern”.

“Data centres should provide a meeting place.”

All of these experts will be expanding on their themes at the Data Centre World conference which runs over two days – 26 & 27 February – in four different theatres.

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Why innovation is business as usual More than 200 of the world’s leading suppliers are gathering at Data Centre World, the premier showcase for technology, solutions and new ideas. Here we scratch the surface on a treasure trove of

a new generator set which it claims offers up to 33% more power per square metre for mission critical installations than other conventional units.

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Available with both a 2750 kVA standby rating and a 2500 kVA prime power rating, the Cat 3516C-HD has been purpose designed with both high performance and fuel economy in mind. “The new 3516C-HD delivers a highly cost-effective option for operators requiring a proven, Cat generator set within this power range and extends Finning’s engine portfolio further, to provide a complete range of engine ratings for data centres,” said a spokesman.

This year many of the exhibitors have chosen DCW as the platform to launch their latest products. One such is data centre power management, AIT, which is using the show to launch an Android app for its Patch Manager to aid the audit and management of physical assets. It can now be used to improve remote installs and audits whether at a data centre rack in London or a comms closet in Amsterdam.

One of the industry power giants is making a welcome return to the event with an integrated range of products and services. Andrew Wilkinson, regional managing director of Socomec, said: “Socomec invests heavily in pioneering research and product design in order to deliver world-class innovations to solve the industry’s greatest challenges in terms of energy availability, efficiency, flexibility, monitoring and sustainability – whilst also minimising total cost of ownership.”

innovation. ust as Data Centre World continues to grow in size year on year, so does its importance as Europe’s premier showcase for the leading innovators and inventors serving the industry. And it is a huge and growing industry; market analyst Canalsys reckons that, growing at 5% a year, by 2016 the global data centre infrastructure market will be worth $152bn.

“Power and energy monitoring is crucial for data centres of all sizes.”

An add-on for Patch Manager’s established enterprise cable and asset management software, the mobile Android app will improve remote management of work orders, validate configuration requests, speed sign off on change or repair tasks, support making inventory and provide a simple audit check list. The app will enable bar code scanning using onboard device cameras or barcode scanners. Visitors can see the product in action on the AIT stand, D75.

Another power management set for launch at DCW comes from Synapsys Solutions, which will showing off its new SIPp power monitoring solution for the first time.

Harvey Roft, managing director at Synapsys Solutions, says: “Power and energy monitoring is crucial for data centres of all sizes, minimising the risk of downtime, revealing ways to reduce energy usage, and helping achieve building performance targets”. He said the new SIPp power monitoring solution “offers a flexible and costeffective way to give managers all the performance data they need”.

Its user-friendly graphic ‘dashboard’ display presents real-time data from selectable information feeds site’s power usage and performance in a customised way. “The data provided by the SIPp system gives insight into actual rack power usage, key to improving a data centre’s power usage effectiveness (PUE)” said Roft.

“We know from our extensive experience in energy monitoring and BMS (building management system) interfacing that data centres have a real need for accurate, real-time power monitoring information in a more accessible format, so we developed our new SIPp range to provide an easy-to-use, cost-effective option.”

To manage power there must be delivery and one of the industry’s leading specialists, Finning Power Systems, will be using Data Centre World to announce

And it is with the accurate measurement and centralised monitoring of energy consumption that managers can start to effectively management their energy costs. Socomec’s Diris and Countis ranges, on show at Data Centre World, measure, analyse and monitor network data at every level within the power infrastructure. Besides metering functions, the new DIRIS A multi-function measuring stations monitor and optimise networks by alarm management, monitoring distribution parameters and the remote control of electrical devices.

Wilkinson added: “At Socomec, we work hard to understand the challenges facing data centres and critical buildings. The world in which we live and work is changing rapidly and our clients’ businesses are changing shape as a result. Our expert teams will create solutions that are individually engineered to optimize energy performance within a specific system architecture.”

Well known for its batteries, Yuasa Battery Sales (UK) will be showing the latest addition to its SWL family of industrial valve regulated lead-acid (VRLA) batteries, the new SWL4250 high capacity 12V model, which it says, is ideal for use in an uninterruptible power supply (UPS).

The company will also show its new range of front terminal cells, the FXH range available in sizes from 45 to 200Ah and the EN & ENL ranges that are ideal for use in all standby applications including telecommunications, UPS and emergency lighting.

UPSL is part of Kohler, which has a long history of making UPS systems for a wide range of industries, and it will be displaying its UPS system, the PowerWAVE 9500DPA. It says this offering is built in the tradition of reliability, zero downtime and

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high efficiency. With a modular, standardized approach, low power consumption and high reliability, the company says PowerWAVE 9500DPA is ideal for all types of data centres from 100 kW up to 3 MW. The decentralized parallel architecture (DPA) upon which the PowerWAVE 9500DPA is based means that each 100 kW UPS module contains all the hardware and software required for full system operation. The modules share no common components – each UPS module has its own independent static bypass, rectifier, inverter, logic control, control panel, battery charger and batteries. With all the critical components duplicated and distributed between individual units, potential single points of failure are eliminated. In the unlikely event of one UPS module failing, the overall system will continue to operate normally, but with one less module of capacity. The failed module will be fully disconnected and will not impact the operating modules.

This modular approach means the UPS can be sized to meet the data centre’s needs. “The PowerWAVE 9500DPA is the only modular UPS on the market that can easily add increments,” says the company. “The resulting savings in power usage over the service life of the UPS are substantial. A further advantage is that the modular approach makes it easy to add redundancy and to further increase availability and reliability.”

A modular UPS is also a feature of the Centric solution from Gamatronic. It launched one of the first modular UPS solutions in 2003. Now, 10 years on, it is claiming its new solution, the Centric, is “another cutting edge futuristic modular solution.”

be the work it has done with Custodian Data Centre, winner of the Data Centre Leaders Awards ‘Green’ category, to design and build an intelligent, energyefficient, resilient data centre cooling system that significantly reduces the need for mechanical cooling.

The data centre, based in the modern broadcast hub known as Maidstone Studios in Kent, UK, provides fresh air free cooling up to 80% of the year and regularly achieves PUE figures below 1.15 (ratio of total facility power usage divided by IT equipment power usage).

“Power is a major concern for a data centre.”

Among its claimed features are: an output power factor of 1.0 KVA-KW, an input power factor >0.99, a wider range of up to 800KVA/KW, parallel ready up to four units in parallel - 4X200KVA=800KVA and an option for common battery bank.

Protecting the data and systems from a catastrophic power failure clearly occupies a lot of effort at the show but so does the physical security of the racking and other internal systems.

Codelocks, a leading manufacturer of standalone access control products, will be showing the latest enhancements to its KitLock 1000 cabinet locks to enable cabinet owners to grant temporary access to their cabinets by using time-sensitive access codes.

“Many of our digital locks are used to restrict access to equipment locked inside cabinets, for example, data servers locked inside cabinet racks or machinery within utility cabinets,” said Grant Macdonald, managing director of Codelocks. “NetCode is a new web-based application that gives managers the ability to grant temporary access codes to a remote location, so an authorised engineer or customer can access their equipment unaccompanied.”

Of course, power is a major concern for a data centre; not just how to generate and manage it and provide if things go wrong but also how to get rid of the massive amounts of heat they generate.

The application is particularly useful where access is required for routine servicing or one-off maintenance purposes, for example, where service engineers might visit many different locations in one day. Using the application, a field service manager (FSM) can generate time-sensitive codes for the engineer to gain access to the locked cabinets. The code can be sent via an SMS text message or by email to the engineer’s mobile on the day the access is required. Using time-sensitive access codes is a more secure way to grant access, as the code will not work outside a designated timeslot.

Airedale International is a leading manufacturer of IT cooling, precision air conditioning and chiller solutions, and the major talking point on its stand will

Another leading player and innovator in this area is 2bm which will have its recently announced offering in its room and rack security range, E-LINE by DIRAK MLR

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Series on its stand. The Mechatronic Access Control, Monitoring & Management solution “gives organisations real-time, high-level physical security at rack or server enclosure level” says the company.

It consists of three main components that complement each other: the physical handle; its integration in the organisation’s IT network, and the administration suite. By assigning IP addresses to a single or group of handles, organisations can monitor and manage data and server racks from a single location both from an operational and temperature perspective. Engineers can open each handle with a HID card and the appropriate security clearance or via real-time remote opening by security personnel. The administration suite software allows organisations to effectively log all security events giving organisations a comprehensive audit trail of when doors were opened and by whom.

Steve Cross, the corporate broking director, said: “We had an increasing number of data centre owners approaching us for help with their insurance programme.

This in turn led to us talking to key technology insurance company partners who understand how data centres operate and were able to help us hone our proposition to meet their complex needs yet understanding the importance of a fair premium for the cover.”

Jason Preston, director of innovation at 2bm, said: “The financial implications of unauthorised data access or criminal activity and subsequent reputational damage organisations can suffer has driven up demand for robust data security. The E-LINE

by DIRAK solution is a highly flexible alternative that enables organisations to impose diverse control levels depending on the specific needs or data value of each individual client or rack.”

For a different form of lock – a locking connector – then visit the Scolmore Group stand. It has introduced the IEC Lock+ connector to its range. While it retains the traditional locking mechanism it has a new release mechanism to allow for disconnection from all sides.

The red cage release mechanism also marks the new connector out from standard IEC leads to allow maintenance and other data centre staff to identify critical power sources.

And safe operation of the data centre is also the primary concern of the UK’s leading fire suppression and safety specialist, Nobel Fire Systems. In conjunction with Isolcell, it will demonstrating the oxygen reduction fire prevention system, N2 FireFighter.

Traditional fire-fighting systems work to automatically extinguish fires but N2 FireFighter aims to prevent the start of any combustion by controlling the proportion of oxygen to nitrogen in the enclosed atmosphere. When the amount of oxygen is not sufficient to support combustion – but still safe for humans - a fire will suddenly be extinguished.

The oxygen reduction system uses machines with specific, automatically regenerating filters, and which modify air through an ecological process with very low energy consumption. The proportion of oxygen to nitrogen is changed without the need of additional products or compounds. The resulting mixture is as effective at extinguishing fires as any of the alternative fire-fighting products presently on the market.

Although a huge arrange of products and services is on show at Data Centre World from the 200+ exhibitors, not all are so high tech - although this doesn’t necessarily make them any less important. To meet the special requirements of data centres, Lorica Insurance Brokers, has developed a novel insurance and risk management proposition. Cover can be arranged to protect against the causes of outage or operational failure, which could result in downtime and a lapse in the continual availability for the data.

This growing need for business services reflects the growth of the industry and that, too, is reflected in Data Centre World. Although based in the heart of London’s financial district, DCW is a national and international event attracting professionals from around the world.

Perhaps one of the more surprising players in the arena is the Nordic region countries. But they too will be represented at DCW in the form of data centre owner and operator DigiPlex. In the last year it has reaffirmed its status as the premier provider of data infrastructure in the Nordic region.

The company announced a new 20 year deal with Norwegian technology company Evry last July to build a 4.7bn NOK (€60m) facility near Oslo. This was followed by the announcement in September of a new 10 acre facility outside Stockholm.

Byrne Murphy, chairman of the DigiPlex Group, said: “This agreement represents a significant milestone both for DigiPlex and for data centre operations in Europe as a whole. The new Oslo facility not only reaffirms DigiPlex as the premier data centre provider in the Nordic countries, but it will be equipped with the very latest DigiPlex technology, helping Evry to run its service uninterrupted by downtime and as efficiently as possible.”

The site in Stockholm is DigiPlex’s sixth data centre and, once the retrofit is complete, will provide over 6,000m2 of technical data centre space. “The new site comes with security of power supply delivered from renewable hydro and wind sources,” said Murphy. “The existing site building infrastructure lends itself to redevelopment into a data centre with one metre deep floor spaces, four metre ceiling heights and generous inside spacing.”

This rapid run through of some of the highlights at Data Centre World lifts the cover on the wide range that will be on display. To have a good rummage under that cover you’ll need to be there - for more details and to reserve your free tickets, go to www.datacentreworld.com.

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Cloud reigns If you think it’s clouding over thinking again. Thousands of IT and cloud professionals will shortly gather to listen to the thoughts of the greatest cloud visionaries and consider the technology and services of the very best suppliers in the world. Here’s why the sun is still shining brightly on Cloud Expo Europe.

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nyone who doubts that cloud is not just here to stay but will be the mainstream future of IT needs to take a reality check at this year’s Cloud Expo Europe.

Spending on cloud services and technology is expected to rocket 25% this year and top $100bn according to research group IDC. Businesses are finally waking up to the fact that it’s not a new technology anymore and the advantages are real and proven. And, the cloud is not just about storage or infrastructure as a service; it is about the growth of the platform as a service, the burgeoning Internet of Things, the science of big data, the battle of Microsoft and Google vs Amazon, the development of applications in the cloud - the talking points abound.

Here, the greatest assembly of cloud experts ever seen will help users to address their challenges and the service providers to build their ecosystems. Cloud Expo Europe 2014 offers more than 250 individual expert speakers from some of the world’s top enterprises and leading cloud service providers. Their goal is to share their insight if not answer all of the visitors’ specific challenges, at least give them the tools and the ideas to find their own questions.

For those attending the free event there are 12 dedicated theatres to choose from – covering topics such as virtualisation, infrastructure and platforms, security and governance and big data – and includes the new Software Defined Data Centre and Networks theatre. More insight and opinion can be found in the 20 different panel discussions featuring cloud service providers.

The Cloud Expo Europe conference features more than 60 case studies from a wide range of organisations from major blue chips to not for profits; from the public sector to SMEs. As one speaker put it: “Here, you can learn from other people’s successes and, equally important, their mistakes – it’s better to learn from someone else’s than your own.”

The power of the cloud to deliver value to businesses is typified by Wonga, the short term loan company that is shaking up the way the largely conservative financial services handles IT. Its chief technology officer Jonathan Galore will tell the keynote theatre how the company is migrating to the cloud in a bid to keep ahead of its customers’ needs and its competitors’ avaricious attentions.

“When we started the cloud didn’t really exist so we were mainly using a few racks in a colocation data centre,” he said. “As we are moving to a continuous delivery model,

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we need a more robust, secure and elastic architecture. We have been migrating to the cloud - starting with development – because it also offers better management of our overhead and a more flexible and efficient development environment.”

For another of the keynote speakers, the Cloud offers great opportunities to do things differently – sometimes by choice and sometimes because circumstances mandate it. James Thomas, the ICT director at University College London Hospitals NHS Trust (rated No.1 in 2013 by CIO Magazine), will describe some of his team’s work including the biggest cloud implementation in the health service (an 8000 user Exchange 365 system) and how they used the cloud to deliver learning and development with an open source Moodle (modular object-orientated dynamic learning environment).

“Perhaps the NHS has been a little cautious about its use of the cloud because of the nature of some the data and that’s left a legacy. But the cloud is a service-buy not a software-buy so it can undermine traditional workflows and it has been very disruptive,” he said.

“We have had to adapt and are often discussing practice and process rather than IT with our colleagues. And the cloud has been particularly effective in diluting institutional boundaries and replacing them data boundaries dealing with that legacy,” said Thomas.

These two speakers are joined by a really stellar cast of the industry’s leading and globally recognised visionaries such as Adrian Cockcroft, recently the CTO and leading architect of the Netflix platform and now with venture capital firm, Battery Ventures; Chris Kemp was once the CTO of NASA and a serial entrepreneur executive and is now chief strategy officer with OpenStack firm, Nebula. And we are joined by several of the Clouderati, an informal grouping of visionaries,

including Vanessa Alvarez of Scale Computing, Joe Baguley of VMware, Krishnan Subramanian of RedHat and Simon Wardley of CSC Leading Edge.

VIP visitors may get the chance for some private words with some of our speakers (and each other) in both the new Vodafone CIO & VIP Lounge and the NetApp Service Provider & Cloud Ecosystem VIP Lounge which promise a relaxed atmosphere as a welcomed relief from the bustle of the ExCeL halls.

Not only is CEE the biggest conference in the field it is also the largest assembly of technology and services – more than 150 of the world’s leading suppliers will be on-hand to offer practical advice on how to make the best of the cloud, making it the biggest cloud event in Europe.

There is a new Amazon Web Services (AWS) Lab, the OW2 Open Cloud Forum and three partner villages featuring the ecosystems of AWS, NetApp and EMC. Another area of the show guaranteed to be a must-see destination for visitors is the Product Showcase Theatre. The theatre will host live demos delivered by the experts with the aim of bringing cloud technology to life.

All these attractions are likely to boost the audience well past its near 7000 total in 2013. And to accommodate this expansion the show – now in its sixth year – requires a bigger and better venue. Now, located at Excel Exhibition Centre London, Cloud Expo Europe will also boast a Keynote Theatre with capacity for 350 delegates.

And, of course, it is now co-located with Data Centre World giving the enterprise IT manager a one stop shop in assessing their future IT strategy.

To be a part of this massive information and networking event visit the website at www.cloudexpoeurope.com to reserve your free place.

Your FREE ticket for Data Centre World also allows you access to Cloud Expo Europe.

Register at www.datacentreworld.com/dcmpreview

www.datacentreworld.com /dcmpreview

Co-located event:

Winner of ‘Best Trade Show’ 2012 & 2013

DCW exhibitor list of leading international suppliers.

21st Century Transport 2BM 3M UK PLC 8 Solutions ABB Abesco Fire Ltd Access Floors Distribution Ltd Active Power Solutions Advanced Battery Care Advanced Diesel Engineering AF Switchgear Ltd Aggreko Airdale International Air Conditioning Ltd AIT Patnership Group Ltd ARC MC DiskShred Aten UK Ltd Austin Hughes Europe Ltd AVK - The Power People Azteq Environmental Ltd Bender UK Ltd Blue Helix Ltd Borri Ltd Bradbury Group Ltd Bryland Fire Protection Ltd Metz-Connect Cable Management Warehouse Cablelines Cellwatch CMS Plc Cnet Training Codelocks ComAp Systems Ltd Comms Room Services Ltd Concurrent Thinking CEL CoolEmAll Crestchic Ltd Crown Oil CUB UK Ltd Dale Power Solutions Data City Exchange Datacentre People DataCentre UK Ltd Datwyler UK Ltd Daxten DEIF A/S Deister Electronic Ltd DigiPlex Ltd Draka Comteq Germany & Co.KG E&I Engineering Ltd Euro Recycling Eaton Eaton-Williams Group Ltd Ecocooling Ltd

EDP Europe Enersys Emerson Network Power Ltd Energetics Network Energy Enlogic Systems Europe Ltd E-TEC Power Management Ltd Euro Diesel UK Ltd Excalibur Energy Ltd ExCool Finning UK Ltd Firecheck Contracts Ltd Fluke Networks Fuel Storage Solutions Ltd Fujifilm UK Ltd Fujikura Europe Ltd Future Facilities Gamatronic UK Ltd Geist Europe GR Electrical Services Ltd Jacksons Fencing Hellerman Tyton Data Ltd Hillstone Products Ltd Humideco Ltd IFM Electronic Ltd ICEE Managed Services Ltd Ideal Industries Networks TileFlow Sudlows Interxion IPU Group IT Construct JCB Power Products Ltd JS Humidifiers Plc Jumpstart Keysource KVM Choice Legrand Electric Ltd Livingston Ltd Lorica Insurance Brokers Excel Networking Solutions Mardix McQuay UK Ltd Meesons A.I. Ltd Methode Metricab Power Engineering Ltd Migration Solutions Mills Ltd Minkels Mitie MK Battery International Morrison Utility Connections Mpower UPS Munters Air Treatment N J Froment & Co Ltd Networks Centre

www.datacentreworld.com

Nextiraone Nobel Fire Systems Norland Managed Services Ltd Dymo Oil Tank Supplies Ltd Ortronics Pentair/Schroff PFS Fueltec Ltd Piller UK Ltd Power Distribution Inc Powershield Prolabs Prism Enclosures Ltd Racktivity NV Raritan Red Engineering Design Ltd Initial Data Centre Cleaning RF Code Riello UPS Ltd RiT Technologies Rittal Schneider Electric Scolmore Group Socomec Secure IT Environments Splice Group Europe Ltd Dataracks Stulz UK Sunspeed Transport Services Surelock McGill Ltd Surf Telecoms Swale Components The Climate Synapsys Solutions Technimove Ltd Thorlux Lighting MTU Onsite Energy Trackit Solutions Ltd Traka Plc Tirpp Lite Manufacturing Tyco Uninteruptable Power Supplies Ltd, A Kholer Company U Systems VTL Wavenet Veris Industries WB Power Services Ltd WASP PFS Ltd Waterman Critical Systems Weatherite Holdings WP Fuel Solutions YEG Cabcon an Acal Group Company Yuasa Battery Sales (UK) Ltd