Social Machinery

As part of Google efforts to go green, the giant took a big step by entering the energy business with the creation of a subsidiary called Google Energy. The request done to the federal energy regulatory commission includes buying and selling electricity on the wholesale market.

This strategic move is well aligned to Google Carbon neutrality goals. By entering directly in the energy business, Google will have more flexibility for buying renewable energy. Today Google cannot buy affordable, green and utility-scale electricity, being dependant of current electricity companies.  According to them, the want to be able to buy the highest quality, most affordable renewable energy wherever they can and use the green credits.

Google is extremely secretive about its energy consumption and carbon footprint. It also refuses to divulge the locations of its data centers. However, with more than 300 Million internet searches per day, the electricity consumption and CO2 emissions caused by internet users is becoming an increasing challenge.  According to Gartner, the global IT industry generated as much greenhouse gas as the world’s airlines – about 2% of global CO2 emissions. And Data centers like Google’s are among the most energy-intensive facilities.

Google is very conscious about this problem and they have been working hard on finding sources of green energy. For instance they already have a humongous 1.6-megawatt solar installation at its California headquarters. But by entering the energy industry, will give them the ability to buy and sell electricity the way utilities do;  high flexibility to use much larger amounts of renewable energy to offset the energy consumption of its operations.

Google is seeking to become a carbon-neutral company by improving the efficiency of its operations, including its energy-hungry data centers. It also has a program of purchasing “high-quality” carbon offsets and it has invested in a renewable energy companies through its philanthropic arm, Google.org.

For instance, Google.org has funded technology start-ups in solar, enhanced geothermal, and wind. It also developed a PowerMeter, an online tool that allows householders to monitor energy use and greenhouse gas emissions, thereby reducing consumption and saving money.

Besides, Google is actively exploring the synergies between IT and energy, such as ways to use a network of electric car batteries to stabilize grid frequency. It also has partnered with companies like GE in order to lobby for greener energies.

Source : Cnet