Green IT adoption still years away – Springboard Research

| September 24, 2008

A new survey has confirmed earlier findings that the adoption of green IT practices is still year’s away. According to new report by Springboard Research, only 26% of Australian businesses have implemented environment-friendly IT practices while 50% believe that they will introduce a Green IT strategy in the next two-three years.

The report, titled “Green IT in Australia – The New Black,” this situation is despite the fact that Australia has emerged as one of the fastest growing, largest, and most mature Green IT markets in Asia Pacific in terms of Green IT adoption.

The report also revealed that IT Vendors with strong green marketing campaigns and credentials have had limited influence over purchasing decisions by Australian businesses. A survey of Green IT strategy leaders and decision-makers at small, medium, and large enterprises across Australia found that 42% of them felt no need for a Green IT strategy.

More significantly, the business world still does not regard the environmental impact of IT in the same harsh light as that of aviation, petroleum, and automotive industries.

“Green IT is beginning to be seen as gaining importance, but it has not yet reached the level of a strategic priority for Australian businesses,” said Jonathan Silber, Research Manager – Green IT for Springboard Research. “Yet, with awareness growing, we see an emerging market in the next two-three years as financial, environmental, legislative and risk-related pressures force IT organizations to become more environmentally sustainable.”

According to the report, the majority of firms with Green IT strategies in place have implemented recycling, virtualization, and server consolidation initiatives. The greatest business opportunity for Green IT over the next 12 months is predicted to arise from virtualization. However, Springboard cautions about the pervasive phenomenon of an incomplete understanding of Green IT in companies of all sizes across most industries.

“Green marketing campaigns by many leading IT vendors are only reaching one third of the market and while building their brands, they do not yet appear to have justified the millions of dollars spent on them from a revenue and market opportunity perspective,” Mr. Silber said.

The competitive landscape is set to change two or three years down the road, as organizations permit green credentials and marketing campaigns to start influencing purchasing decisions to a larger extent. Motivation for going green is also likely to shift from altruistic desires to compliance and cost savings.

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Category: Green corporations

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