SWITCH DATACENTERS
totally different if you go to the big names – we take the opposite approach to them . We say , ‘ Please come to us and , jointly , we will find the next level ’.”
For instance , experimenting with reusing server heat is a key part of those activities . For Switch , reusing the heat generated by its servers is an essential part of both futureproofing tech design , and preparing its customers for new business models and sustainability legislation in the future .
Switch ’ s long-term ambition is that data centres will eventually become heating plants for district heating , thereby helping cities , policy makers and utility providers to move away from the current fossil fuel heat plants much more quickly .
“ Data centres will no longer be seen as enemies of the people , and will contribute to wider society in a much smarter way . And that ' s what we call data centre 2.0 .”
It is through these market differentiators that Switch has been able to establish a unique , immensely strong relationship with its network of partners .
“ Our partners see that we ' re the odd one out – the new kids on the block , in a certain way . They ’ re also seeing that we ' re growing quite substantially . So , now , we are really on a lot of innovation calls with really big suppliers ,” Van Essen explains .
“ They start to understand what we ' re doing , why we ’ re doing it , and see the value of our approach , that actually brings us into very strong strategic alliances . Despite the fact that we don ’ t yet have the volumes of the really large data centres , we still get the same level of board attention , because we bring much more to the table than just volume .”
In this way , Switch is adopting a multifaceted , intuitive approach to sustainability , bringing all the required elements together , while successfully showing the public that data centres can have a place in our greener future . “ It ' s all about understanding where the public opinion is heading to understand new things around the corner that will impact your business . It is absolutely not technology alone that defines our future . It ' s much more about understanding society and contributing to society – and that ' s where we differ from the rest .” aimagazine . com 77