Property multimillionaire Glenn Armstrong launches Home Study Course for would-be Property Investors

4 Day Home Study Image‘Golden Ticket’ included for early responders to spend four days learning in person with Glenn Armstrong

Self-made multimillionaire Glenn Armstrong is celebrating ten years making profit from property investment by launching an eight-DVD home-study version of his highly successful Property Intensive training course (

Launching the home study course, Armstrong said: ”With the growing interest in property investment such as Buy-to-Let (BTL) and the upcoming freedom to withdraw pension-pots it is very important that people study and understand the complex property market. They need to understand the many pitfalls and risks that aren’t apparent to the average person before they start risking their pension money or savings.”

Over the ten years that Armstrong has been building his portfolio of 243 BTL properties, and refining his property investment strategies, he says he’s learned a lot the hard way. ”With the amounts of money involved it’s possible to make financially disastrous mistakes,” Armstrong states, “I know, I came close to disaster several times in my early days.

“But, in those days there were no teachers, no mentors. That’s why I now love to teach and mentor other people – so they don’t have the same risks and near disasters that I had.” The eight-DVD Glenn Armstrong Property Intensive Home-Study course is just £297+VAT. To find out more please visit

As a massive bonus, to celebrate his ten successful years of property investing, Glenn is including for the time being, a free Golden Ticket to attend one of his live four-day Property Intensive training courses as well. (The live four-day Property Intensive course normally sells at £1,200+VAT.)

”This way, people get the best of both worlds,” Armstrong said. “They can watch the DVD course to gain a basic understanding. Then they can attend the live training event and ask all the questions that they need answering.”

Phil Turtle, one of Glenn’s former students and now a mentee said, ”There’s so much valuable information packed into the four day course that I’ve attended twice already. His mentorship advice has already helped me avoid two properties on which I’d have unwittingly made a loss.

“Glenn also runs a mentorship program for graduates of the Property Intensive course and, unlike many mentorship programmes, you actually get mentored by the man himself, not by less-experienced staff. That’s very unusual,” Turtle concluded.

More information and an ordering page for the Property Intensive Home-Study course (including the free Golden Ticket to attend a live four-day course) can be found here:

Course Contents

Contents of the Armstrong Property Intensive home study course includes six key property strategies:

#1. Sourcing properties for financial success

#2. Renovate and sell properties fast for profit

#3. Build a £3k-10k per month cash positive portfolio

#4. BoGoF – Buy one property, get one free, adding £100k to the value

#5. Creating a £10k per month cashflow, without owning any of the properties.

#6. How to protect yourself against interest rate rises and buying a house for £1 down.

The Glenn Armstrong Property Intensive course also teaches students analytic techniques so they can ascertain which strategies will work in which geographic areas. “There is no such thing as a strategy for all areas,” warns Armstrong, “and you need to be able to understand how fluid the market is so that you can recognise when the waves of change (that flow in and out of London) affect the strategies to use in your chosen area.”

After students learn how to market for suitable property and role-play how to successfully interact with Estate Agents and how to negotiate with vendors, the course steps up to some very advanced techniques such as:

– Long-stop Completions – what are they and what they are used for

– Option agreements

– Lease Options versus Delayed Completions

– Joint Ventures

More information and ordering page for the Property Intensive Home-Study course (including the free Golden Ticket to attend a live four-day course) can be found here:


Glenn Armstrong Review – Property Developer and Teacher

GlennArmstrongPropertyInvestorAndTeacher-HeadAndShouldersGlenn Armstrong’s story is not one of instant success, but of learning in the school of hard knocks.

Very early in life, Armstrong discovered that there are better ways to make money than a job working for others.

The video rental years

Whilst studying mechanical engineering at Milton Keynes College, back in the early days of VCR’s and videotapes, Armstrong started to augment his meagre wages, as a draughtsman with Marconi, by lugging a large suitcase full of videotapes door-to-door in Milton Keynes. He rented out the videotapes overnight picking them up the next day.

Soon realising that a lot of his potential customers didn’t yet own a very expensive (In those days) VCR machine Armstrong invested in several and started renting those out overnight too! It wasn’t long before he packed in his job with Marconi!

So successful did this operation become that eventually it made sense to open a videotape hire shop. One shop ‘Wunday Videos’ led to another and another; until eventually, Armstrong owned 13 shops and had begun franchising out the Wunday Video brand. By now, videotape hire was becoming mainstream and Armstrong received a number of offers from the growing video-hire chains including Blockbuster. In 1980 Armstrong sold out for £1.5 million to a Blockbuster competitor; the then rapidly growing Videostore plc (part of Binatone). Passionate about cars, to celebrate, Glenn swapped his old Avenger for a Lotus.

Unfortunately, most of Armstrong’s payout had been in Videostore plc shares – which he couldn’t sell inside 18 months. And before he could cash any of them Videostore plc went bust taking with it Glenn’s entire paper fortune.

Boom to bust

As a result of his shares suddenly becoming valueless, the bank foreclosed on Armstrong. He lost his house and was made bankrupt – albeit through no fault of his own. Except, perhaps, for being a little naïve and trusting that Videostore plc was a going and growing concern. However, as Armstrong regularly says, “You don’t know what you don’t know.”

Taxi driver

With no income and a wife and child to sport, Armstrong took to driving a taxi around Milton Keynes. He worked incredibly long hours driving the taxi to not only pay for food and a roof over their heads. However, ever the entrepreneur, soon his efforts allowed him to buy a second taxi.

With a second taxi bringing in money, he carried on working just as hard until he could afford a third then a fourth.

Starting taxi driving had been an emergency measure to get food on the table and somewhere to live. But once these basic needs were in hand, Armstrong’s motivation to work ridiculous hours (often 100 hours a week) all came down to a question he’d asked a Ferrari garage owner some years before.

“What types of people buy Ferraris?” had been Armstrong’s question. “40 per cent are IT specialists and 40 per cent are property investors,” had been the reply.

Knowing full-well that he was never going to be an IT specialist, Armstrong decided that property investment would be the only way he’d ever get his Ferrari – especially after having been so close to being able to afford one before the crash of his Videostore plc shares.

But he also knew that to invest in property he needed capital and building up the taxi fleet was a way to do that.

Computer game distribution

Eventually, after three years Armstrong had built the fleet to 30 taxis and was making £3,000 a week. He now turned his attention to the brand new market of computer games first doing mail order and eventually becoming a distributor to other retailers. This seemed to be a massive business opportunity and soon outstripped the taxi fleet which he sold off. After three years the computer games business was turning over £12million a year.

But then along came big bad Tesco and decided to use its might to take the computer games market off the smaller guys and have all the profits for themselves. A familiar tale I’m sue you’ll agree, Glenn’s buoyant business soon slowed down to a crawl and eventually there was nothing else to do but admit defeat and give it up.

Glenn decided that the time had come to stop following emerging market fads and find a business that was solid and would stand the test of time.

This was now 2004 and recalling that property investors drove his beloved Ferrari’s and observing that fifty per cent of the Rich List made their millions through property (and the other fifty per cent kept their capital in property) Armstrong decided it was time to try his hand in this long established market.

Armstrong chooses property

He started buying properties to rent out (now called buy-to-let). However, after buying six properties, his capital of circa £120k was all tied up in deposits and it was looking as though thoughts of building a large property portfolio might be thwarted.

But strongly believing that where there’s a will there’s a way, Armstrong set about studying the property market, the legal framework and the mortgage market and came to discover that there were much more advanced strategies that could be employed to buy properties. Fully legal strategies, acceptable to the mortgage lenders, which required far less capital per property. (Armstrong points out to his property students, of whom more later in this article, that the legal and mortgage landscape was of course very different to that in our current times of austerity, such techniques would not work today).

With his creative investment strategies, Armstrong figured that if he worked at it really hard he ought to be able to buy one property a week. So he set himself the target of buying 52 properties in 52 weeks, a target that, in fact, he achieved in just 48 weeks. “So I gave myself the rest of the year off,” he quips! Adding that there were in fact only four weeks of the year left.

With his family’s future now secured, Armstrong could have sat back and simply lived on the rental income, but that is not the measure of the man.

As he happily confesses, he’d got the property bug and states that he wouldn’t have believed it possible to have so much fun and earn money at the same time. A claim he still makes today.

“Property has never once felt like work,” Armstrong says,” and it’s highly intellectually challenging too, with lots of time spent constructing finance deals and consulting accountants and barristers to make sure we’re always on the right side of the very complex laws relating to properly and finance.”

The love of teaching

Along the way, Armstrong also studied NLP (neuro linguistic programming) – the basis of highly effective communication and training. He discovered that he really loved teaching. Combining the love of property with the newly discovered enjoyment of teaching, he started to teach people the property strategies that were working for him.

Many years of teaching later and Armstrong is still very much a full-time property investor with teaching as a combination of hobby and side-line.” The vast majority of my income comes from the property portfolio and my property development business,” Armstrong confirms, ”with just a couple of per cent coming from the various training courses and the mentorship programs that I run. I teach to help people enter this fantastic business – and to help them avoid some of its many pitfalls and minefields.”

Armstrong now controls a property portfolio valued at over £30 million within which he and his wife own some 243 properties but control many more – a vast change from the taxi-driving days. And as a self-confessed car obsessive, he finally got that Ferrari he’d wanted for so long, a model 430 in 2007.

Armstrong is rightly proud of the fact that he now has 58 past students who have become property millionaires in their own right and all of whom are happy to attest that their success is as a direct result of his teaching and mentorship.

“I intend to help many more achieve millionaire success,” says Armstrong, ”because I firmly believe that its so much easier and less risky for others with the help and advice of someone who’s done it already.”

“And because I get a real buzz from helping my students achieve their own success.”

A dream achieved

In 2014, to celebrate ten years in the property game and having the stability from adopting a prudent low-gearing approach which leaves his portfolio well protected against interest rate rises, he decided that it was now time to start building his car collection. So, in 2014, he’s changed his Ferrari to a 458 and has added a Rolls-Royce Ghost and an Aston Martin DB9 convertible to his collection.

“Some people call this ostentatious,” Armstrong muses, “but none of them are brand-new and for me it’s a lifelong dream to own these cars. And, quite frankly, I think success deserves a reward!

“I always teach my students not to spend money on cars until they are financially-free. From then on, you just work out how many extra BTL properties you need to fund the car of your dreams.”  (Find out about Glenn’s Property Courses and Mentoring at

The future

At 55, Armstrong has by no means finished his property career. Instead, he is continuing to grow the business by entering into joint ventures with many of his most successful students. As Armstrong explains,” access to capital can often hold property investors back, but with my track record I now have banks and private investor groups anxious to invest in our projects. For those students who graduate through to my partnership program, they get access to my sources of funding for their projects. They also get me as an active partner, inspecting every property and analysing the financials – to ensure that the project will be successful and make a profit.

“The lenders know that with me involved, each project will be a low-risk investment and the student-partner and I share the profit. From my student-partners’ point of view, sharing the profit on a project that’s going to definitely turn a profit is a far better scenario than having 100% of the risk.

“Even multimillionaires, solicitors and accountants come to me to help them on their more complex projects. And none of them are tied-in so, as they get more skilled, they do the simpler projects on their own, but come back to Uncle Glenn for the more involved ones.

“It’s become like an extended family of property enthusiasts,” says car-obsessed, property-smitten multi-millionaire Glenn Armstrong. “It’s still the most amazing fun!”


How to Make Advertorial Work

In today’s TWO MINUTE PR TIP we look at how you can use advertorial as a tactical PR tool and get your target audience to read it without even realising it’s a paid-for feature.

1. What is advertorial?

Advertorial is a cross-over between paid-for-space advertising and editorial. It’s used mostly for the written word rather than graphics.

2. But people hate advertorial

Yes. Mostly they do. But that’s only because its usually badly executed and it “looks” like advertorial – so people instantly dismiss it. And that’s before they even see the tiny type at the top which says “Advertisement feature” or similar.

3. Common mistakes

Because advertorial is based on paid-for space, people usually approach it with their “advertising heads” on. Or they get their Ad Agency to do it.

This leads to several unforgivable horrors:

  • They display the company logo. That’s 80 per cent of readers immediately switched off.
  • They or the Ad Agency produce the artwork themselves in a significantly different style to the magazine itself:
    • Two columns instead of four
    • Different font
    • Different line spacing
    • That’s successfully warded-off another ten per cent of readers.
  • And for final confirmation that this is pure propaganda they write the copy in advertising style or brochure-speak.

That’s it. Your advertorial is dead in the water.  It just cost you a fortune and nobody read it.

So here’s how to do it successfully!

4. Write it for the reader, just like PR

Your target reader is viewing his or her magazine or website because they like they style and quality of the content it gives them. Respect their needs!

First, even though the information you want to deliver is not news per se, you can and must deliver it in the form of a “great to read” piece of high quality journalism. (I would always recommend having a professional journalist to write it as we do for everything).

Wrap your story up within an informative article about an industry issue which will interest them – and to which your product/service/company is the ideal solution.

The headline and first 200 words must captivate the reader so well that they don’t even notice the small print; “Advertisement feature” at the top.

(Very occasionally you can persuade the publisher to leave the “Advertisement feature” small print out if the editor agrees the copy is “editorially sound”. But this doesn’t happen often).

If you’ve captivated your reader well enough, then even if they do notice the “advertisement feature” small print, they’ll carry on reading: Because it’s a good read!

5. Make it NOT stand out

You don’t want the reader to realise this is a paid-for-advertisement immediately, if at all.

So make it look EXACTLY like every other editorial feature in the magazine.

Ideally, get the magazine to typeset it and give them the same quality of supporting photographs you would with an editorial feature

If you have to get your Ad or design agency to do the artwork, make sure they do a specific artwork for EACH different magazine and that it is indiscernible from the magazine’s norm.

6. That’s all

It really is as simple as that.

And if you do it this way it really is highly effective.

It’s expensive, of course – so reserve this technique for special and highly important occasions.

But do stick rigidly to these guidelines. It’s so easy to do advertorial badly – and that takes it from “hero to zero”.

Make well executed advertorial your secret hero!


New Statesman’s Largest Ever Special Report – Data Centres – Secured By DataCenterIndustryPR For Clients The Data Centre Alliance

DATA Cover:Statesman supplements.qxdFriday 30th August sees the publication of the New Statesman’s largest ever Special Report – 32 pages – and the first major publication ever in the UK to concentrate on Data Centres.

Secured by Phil Turtle, CEO of DataCenterIndustryPR, the specialist division of Turtle Consulting Group, for its client the Data Centre Alliance, this report was taken from an initial outline idea that the New Statesman had into a fully funded and outlined report by Turtle and his clients the Data Centre Alliance with the help and involvement of its Members – the global data centre industry.

The New Statesman Special Report features interviews with Steven Norris, President of the Data Centre Alliance and Chairman of another DataCenterIndustryPR client – Virtus Data Centres – and with Simon Campbell-Whyte Executive Director of the Data Centre Alliance in addition to a ‘Round Table’ Discussion with many of the most senior figures in the industry.

Said Turtle, “The Data Centre Industry is probably the best kept secret in the world at the moment. it has been around for twenty years and now powers just about everything we do as individuals and especially in business. From Facebook status updates to Google searches, tweets and emails – to online shopping, e-business, to air traffic control, much of the health service, military operations and the phasing of traffic lights. Plus the ubiquetous ‘cloud’ we hear of daily would not exist in any of its forms without a global data centre industry providing the millions of servers  that power the cloud globally.”

“This Special Report marks the end of that secrecy – DataCentreIndustryPR – on behalf of the Data Centre Alliance and its Members has now launched the industry into the mainstream with the aim of getting the industry recognised by Governments and businesses worldwide as the critical infrastructure resource and major asset the industry represents for major economies – particularly the UK where the Government has no department willing to take the data centre industry within its remit – with possible dire economic consequences for the UK yet again.”

The Special Report also feature a two-page ‘Jargon Buster” written by DataCenterIndustryPR and a double page infographic produced by the New Statesman’s art department from concepts and copy provided by DataCenterIndustryPR.

The New Statesman issue containing the 32 page Data Centre Special Report pictured above is available from all good newsagents, Waitrose, WH Smith and online at nationally on the 30th August 2013 for a week.




Out Of Work Graduates Go To High Tech Bootcamp In Search For Jobs

Data Centre Alliance BootcampThe plight of unemployed graduates in the UK, particularly London its capital, has been highlighted in the press and on the national news.

Bizarrely, the UK’s major high tech industry – data centres – have been having major difficulties finding suitable recruits to work in these ‘factories of the future’ – they are often the size of five or six football pitches and packed with tens of thousands of computer servers.

Today sees the start of Data Centre Bootcamp which aims to help out of work graduates and forces-leavers to find work in this exciting industry.

As well as tens of thousands of computer servers, Data Centres also contain massive electrical and mechanical installations, with generators as big as a ship’s engine and an amazing array of industrial-scale pipework.

A medium size data centre can use as much electricity as a small city – yet they are 100 per cent more efficient than company server rooms.

A very wide range of skills from Electrical and Mechanical Engineering to IT and sales are needed.

Probably the fastest growing area of the UK economy – and behind almost everything we do in today’s digital world, data centres are almost the only ‘factories’ remaining in the UK economy.

And they’re absolutely critical because everything from airline booking systems and air traffic control, to traffic-light phasing, Facebook status updates, tweets, e-mail, supermarket tills and stock control, Amazon, e-commerce. In fact just about every business you can think of now relies upon data centres for its operation.

“Amazingly,” says Simon Campbell-Whyte, executive director of international industry body the Data Centre Alliance, “the average age of people in the data centre industry is fifty-something and there’s a major skills shortage coming in this vital industry.

“We’ve worked with our many Data Centre Operator members to come up with ‘Data Centre Bootcamp’ which started today with TV news coverage by ITN. We hope this Bootcamp will give many unemployed graduates, and some of the highly able people now being forced out of our armed forces, the extra skills they need to become credible interview candidates for data centre employers.”

Today’s first pilot of Data Centre Bootcamp was devised by the Data Centre Alliance and is being run at the University of East London’s Dockland’s campus.

Said Campbell-Whyte; “The Data Centre Bootcamp is free to the attendees thanks to the sponsorship of training company C-Net and of two of London’s biggest data centre employers: Telecity and Telehouse.

“Both Telecity and Telehouse run massive data centre complexes in Docklands and are hoping that at the end of the Bootcamp they will have some of their best interview candidates in years.”

For the members of the Data Centre Alliance (which represents individual data centre professionals and equipment manufacturers as well as the data centre operators) – their expectation is that the pilot 10-day intensive will turn most of the 21 attendees into highly employable recruits.

If successful as expected, Data Centre Bootcamp will be run on a much larger scale in London, throughout the UK, Europe and the Far East.

The 21 ‘Bootcamp-ees’ on today’s pilot are mostly out-of-work Londoners including graduates of UEL, Queen Mary and Middlesex Universities. Additionally, three are forces leavers, plus a PhD student from Leeds who sees the Data Centre Bootcamp as her best chance of getting into this exciting and challenging industry.


Brand-Rex Appoints Aldo Strawbridge to Top Regional Post for Middle East

Aldo Strawbridge Brand-Rex Middle East Regional Sales DirectorFollowing recent growth in the Middle East, data networking solutions provider Brand-Rex, is delighted to announce the appointment of Aldo Strawbridge as Regional Sales Director.

Taking up his post in August, Aldo will be based out of the Brand-Rex Regional HQ in Dubai. With partners in 12 countries throughout the region, he expects to spend much of his time visiting customers over the first few months to gain a detailed understanding of their needs and challenges.

Aldo Strawbridge said, “Information and communication technology is at the heart of every organisation’s activities. In the Middle East we are seeing a significant increase in demand. A major driver is the requirement for new infrastructure solutions resulting from the convergence of CCTV, building management, security and access control systems to Internet Protocol (IP). Instead of deploying five or six separate cabling networks through the entire building, just a single converged network is needed. This leads to significant cost savings and improved system integration. Brand-Rex has been developing IP/Ethernet structured cabling solutions for over two decades and is at the forefront of converged network solutions.”

Aldo will join Brand-Rex from NEC UK where he previously held the role of Director of Sales and Service Operations. Aldo has been involved in the telecoms industry for over 35 years and brings with him experience of the Middle East market, having previously worked for Lucent Technologies in the Kingdom of Saudi Arabia.

Announcing the appointment, Brand-Rex CEO Martin Hanchard said,
“I am delighted to welcome Aldo to the Brand-Rex team. His extensive business development and industry experience will be pivotal to help drive our plans to extend our reach throughout the Middle East and to continue to provide our customers with excellent support and service. Brand-Rex has been active in the Region since the 1990’s and has an impressive track record of reference projects including Dubai’s Silicon Oasis HQ in UAE, Bahrain Financial Harbour and Hamad Medical City in Qatar”

Aldo Strawbridge welcomes contact from customers and prospective customers and partners. He can be contacted at or via the Dubai Regional HQ on +971 (4)454 8644


New: The Ideal Carrier-Grade Ethernet Tester For Saving Valuable Engineer Time on Site.

Ideal Networks UniPRO MGig1 Tester with UniPRO SEL1 Intelligent Loop-back UnitNew from IDEAL INDUSTRIES NETWORKS is the UniPRO MGig1 carrier-grade handheld Ethernet tester including the latest Y.1564 NetSAM multiple concurrent service test capability.

Designed for all engineers and subcontractors involved in carrier and metro Ethernet service turn-up, mobile Ethernet backhaul, microwave and wireless-link Ethernet setup. It’s also ideal for enterprise users who want to check up on supplier SLA (service level agreement) performance.

With its comprehensive NetSAM Y.1564 multiple concurrent service stream testing capability it is also ideal for setup testing and troubleshooting in a wide range of other applications including on-train/metro command, control and communications, trackside communications and signalling, electricity, gas and water distribution, petrochemical plants and rigs plus many other industrial Ethernet applications.

Launching the new rugged tester, which boasts IPv6 as well as IPv4 and the latest Y.1564 test program, Xing Ye, carrier-Ethernet product manager with IDEAL INDUSTRIES NETWORKS, said “most testers simply limit themselves to the prescribed tests, but by doing that they don’t help the field engineer to overcome the many hours of wasted and unproductive time on site sorting out network configuration and mis-patching issues.

“However, we have designed UniPRO MGig1 to be the engineer’s friend, adding in a suite of functions that go beyond the prescribed test and which can significantly speed up the traditional ‘trial and error’ troubleshooting of these pre-testing problems, meaning UniPRO MGig1 can save hours on site.”

For many years, technicians and engineers have had to use the rather long winded RFC 2544 for service turn-up and acceptance testing. However, RFC 2544 was devised for the lab-testing of isolated pieces of network equipment and can only test one parameter at a time, so it takes a long time and is not representative of today’s multi service-stream networks with often multiple VLANs and multiple QoS (Quality of Service) requirements all competing for limited bandwidth.

Ye continued, “the ITU Y.1564 test regime – implemented in the NetSAM software on UniPRO MGig1 – enables testing of up to eight services concurrently including colour-aware and non-colour-aware networks with Q-in-Q; VLANs nested up to eight-deep; and three levels of Label, Class, and TLL on MPLS networks.

“Layer 3 QoS tags, ToS and DSCP are also encompassed. It brings Ethernet testing forward by leaps and bounds into the 21st century and finally makes it representative of real network requirements and SLA’s.”

UniPRO MGig1 is available in copper-only or copper plus fibre formats and can perform
single ended testing, pass through testing and long distance loopback testing (in combination with its low cost companion the UniPRO SEL1 remote control active loop-back unit or a second UniPRO MGig1). For Bi-Directional testing two UniPRO MGig1s are used but the far end unit can be remote controlled removing the need for a second engineer.

UniPRO MGig1’s ‘Autotest’ button can be programmed to run a sequence of tests without further user intervention saving even more engineer time, by allowing the engineer to conduct other work without having to babysit the tester.

UniPRO MGig1 and its SEL1 companion will test copper Ethernet at 10Mb/s, 100MBb/s and 1Gb/s with the fibre enabled models also testing Gigabit Ethernet over a choice of 850nm multimode, 1310nm or 1550nm single mode fibres using interchangeable SFP modules.

The UniPRO MGig1 price starts from £1200.68, and UniPRO SEL1 is £632.61 (excl. local taxes). The UniPRO MGig1/SEL1 series of test instruments are available through a comprehensive distributor network. To read the full product brochure and find distributors visit:

The UniPRO MGig1/SEL1 test capabilities include:
• Y.1564 NetSAM
• RFC 2544
• BERT (bit error ratio test)
• SLA-Tick single stream and multi service streams
• Separated target and service tests
• Top-ten bandwidth users
• Simultaneous IPv4 and IPv6
• PoE and PoE+ voltage and power check
• Hub-blink cable trace
• Copper cable check
• Optical receiver power
• Detect and warn on circuits with ISDN, PBX and unexpected voltages
• Additional network stress-test traffic generation on dual-port models


Savvis Earns Silver CEEDA Honor for Data Center Energy Efficiency

DCProfessional Development today announced that BCS, the Chartered Institute for IT, has awarded Savvis, a CenturyLink company and global leader in cloud infrastructure and hosted IT solutions, a silver Certified Energy Efficient Datacenter Award for its LO3 London Docklands data center.

Savvis is the seventh organization in the world to demonstrate its leadership in sustainability and data center energy efficiency by earning a CEEDA honor, which is administered by DCProfessional Development on behalf of BCS.

“We are proud to meet the comprehensive, rigorous standards of the CEEDA independent assessment program,” said Drew Leonard, vice president, colocation product management, at Savvis. “This recognition speaks to Savvis’ dedication to enhancing the energy efficiency of its global data centers and the commitments of our people, who have worked diligently to optimize our operations for providing sustainable, secure and agile IT infrastructure solutions to our clients around the world.”

CEEDA provides evaluated organizations with an independently assessed and audited appraisal of the extent to which their data centers adhere to best practices in energy efficiency. Renewed biennially, the assessment has been developed in line with EU Code of Conduct for energy efficiency in data centers, based on globally recognized best practices in data center engineering, IT infrastructure, monitoring and management.

Under the program, DCProfessional Development assesses participating data centers for gold, silver or bronze certification. The assessment includes a comprehensive report combining a description of the performance of the best practices measured, a set of benchmarking tools and a roadmap for further improvement.

Savvis’ LO3 Docklands data center, which opened in June 2012, is a 1.5 megawatt facility with 11,000 square feet of raised floor space located in London’s prime financial district. It supports cloud services, hosted IT solutions and colocation for a range of businesses in the financial service, consumer brand, government and other sectors. It is one of more than 50 data centers Savvis operates worldwide.

DCProfessional Development-appointed assessor John Booth evaluated the facility against CEEDA energy-efficiency best practice criteria, commenting in his final appraisal report:

“The LO3 Docklands data center is an excellent example of a facility where the latest energy efficiency design measures and the on-going efforts by facilities and management to fully comply with the EU Code of Conduct and CEEDA – as well as go above and beyond – are to be applauded. Savvis’ commitment to energy efficiency and carbon reduction is clear to see, as well as its commitment to [its] customers’ sustainability and energy efficiency efforts, and it is refreshing that the performance of the data center is seen as important within senior management.”

In addition to Savvis, other organizations that have received a CEEDA include: ARM, Fujitsu, the Co-Operative Group, the University of St. Andrews, the Wellcome Trust Sanger Institute and Westpac Bank.

To find out more about CEEDA contact or visit


About DCProfessional Development

DCProfessional Development’s mission is to provide the global data center community with the best informed, most coherent and accessible learning, development and assessment services, thereby helping organizations reduce downtime, increase productivity and enhance energy efficiency.

For more information, visit

About BCS

Our mission as BCS, The Chartered Institute for IT, is to enable the information society.  We promote wider social and economic progress through the advancement of information technology science and practice.  We bring together industry, academics, practitioners and government to share knowledge, promote new thinking, inform the design of new curricula, shape public policy and inform the public.

Our vision is to be a world-class organization for IT. Our 70,000 strong membership includes practitioners, businesses, academics and students in the UK and internationally. We deliver a range of professional development tools for practitioners and employees.  A leading IT qualification body, we offer a range of widely recognized qualifications.

For more information, visit


Notes To Editors

For further information on the report series or about DCProfessional Development

Please contact:

Nick Morris, DC Professional Development

Tel:    +44 20 7426 4817



Phil Turtle, DataCenterIndustryPR – Turtle Consulting


Tel: +44 7867 780 676

Second Only To Dell For Brand-Rex in Green IT Awards 2013

Kennedy Miller kilted With Brand-Rex And Customers Celebrate Green-IT Awards SuccessAt the 2013 Green IT Awards in London, Network Infrastructure leader Brand-Rex was named runner-up to Dell in the Manufacturer of the Year category.

“Being named ‘runner-up manufacturer of the year to a giant company with Dell’s resources is a massive achievement and firmly places Brand-Rex in the league of the world’s most environmentally advanced companies,” said Brand-Rex environmental development manager Kennedy Miller. “This places us far in advance of any other company in the copper and fibre optic network infrastructure sector.”

Brand-Rex, which also won a Green Apple award in September last year, became the first cabling company in the world to achieve Global Carbon Neutral status for its worldwide operations back in 2011 and in 2012 it was the first company in its sector to launch carbon-neutral products.

The Green IT Awards 2013, which were supported by the UK Government’s department of Energy and Climate Change, set out to showcase and reward the organisations that have made the most significant contribution to improving the IT industry’s environmental performance over the preceding 12 months.

Amongst the judging criteria winners were required to demonstrate ethical management practices – including showing they went ‘beyond the call of duty’ and that its ‘green’ efforts are reflected in its advertising, marketing and sales – to help increase visibility of the topic throughout the industry.

Said Miller, “Taking the environmental approach to business is not just an add-on it requires a complete transformation in thinking across an organisation. Far too many companies have failed to grasp the idea that once you’ve done a full environmental audit – it immediately shows you where you can cut costs and improve profits.

“To be judged in the same league as Dell is a massive honour and recognition of the foresight of the staff, management and the whole supply-chain at Brand-Rex. My profound thanks go to them all.”


Brand-Rex is a global operation, designing, developing and manufacturing the most sophisticated, high performance copper and fibre cabling systems for communications and extreme environment applications. Headquartered in Scotland, the company is committed to being a trusted market leading provider of best-in-class communications infrastructure solutions. As well as developing products and systems of the highest quality, the company is entirely carbon neutral and offsets all the CO2 created by the manufacture and distribution of its products. For more information visit


Demand Set to Outstrip Supply in Latin American Colocation Data Center Market

New Space Latin AmericaMarket Ripe for New Entrants says DCD Intelligence

Demand for colocation data center facilities in the Latin American region looks likely to outstrip supply according to new research released by DCD Intelligence today.

The new report, ‘Latin American Colocation’ ( concludes that there is room in the market for new entrants, especially in cities outside of the major hubs.


Most of the countries in Latin America are classed as emerging markets in terms of data center market growth and in common with other emerging markets such as those in Asia Pacific, Colocation is now seen as a viable option for businesses in terms of outsourcing their data center requirements. In fact, a larger percentage of data center white space is outsourced in the LatAm region than in many western countries.


According to Nicola Hayes, managing director at DCD Intelligence ‘What we see in the Latin American markets is that companies are far less reluctance to outsource data center requirements than has been the case at same stage of market development in other regions.  In previous years the colocation market was hampered in Latin America by a lack of suitable pure colocation space but this has changed over the past 2 years with a greater variety of stock now available”.


“2012 saw a significant amount of new build plus expansion to existing facilities in many of the countries researched and –  whilst Brazil continues to offer the largest amount of colocation space and has the largest number of providers across the region – other countries are gaining momentum. For example Colombia witnessed the highest number of new entrants to the market and Chile’s growth rate in terms of available space has overtaken that of Mexico.” Hayes reported.


Chart  here:  [user: pics | pwd: pics]

Caption: New Colocation Space Latin American Markets


Although supply is increasing, there is still room for new entrants – particularly as demand is rising not only in the major cities where the majority of space is located but also in secondary locations.


The Latin American Colocation report also identified that providers with a regional rather than single country presence are for the most part international providers rather than native Latin American companies.


“There are indications that some of the larger country providers are looking to establish a presence in neighbouring countries in order to capitalize on opportunities outside of their own markets but at present ‘regional’ coverage is the domain of the large international players,” Hayes concluded.


For more information about the report Latin American Colocation please visit


About DCD Intelligence

Specialist research and analyst company in the Data Center, Telecoms and IT sectors – with the global reach of parent company DatacenterDynamics, DCD Intelligence is uniquely placed to offer professionals in these sectors holistic yet statistically sound business intelligence whether in form of research reports, data tools or fully bespoke projects.


DCD Intelligence is committed to basing our analysis on stringent research techniques accepted by research communities worldwide. An understanding of the process we employ gives our client base confidence in the reports, studies and bespoke analysis produced by our team of respected researchers and analyst.


About DatacenterDynamics

DatacenterDynamics is a full service B2B information provider at the core of which is a unique series of events tailored specifically to deliver enhanced knowledge and networking opportunities to professionals that design, build and operate data centres.


With 50 established annual conferences in key business cities across the world, DatacenterDynamics is acknowledged as the definitive event where the leading experts in the field share their insights with the top level datacentre operators in each market.


In 2012 over 28,000 senior data center professionals have attended a DatacenterDynamics event, creating the most powerful forum in the industry today.


DatacenterDynamics is renowned for its proximity to the data center market in all its event locations, seeking to establish one on one relationships with every professional with whom we engage. This personal touch coupled with a deep understanding of the market mechanics makes DatacenterDynamics much more than just a B2B media provider, which is highlighted by the number of long-term relationships that have been forged internationally with end-users, vendors, consultants, governments and NGOs alike.


‘Rain Umbrella’ For Computer Servers Wins US Patent – And Sees Orders Triple Post SuperStorm Sandy

DCME0014_TurtleShellServerShield - An UmbrellaTo KeepWaterAnd DebrisOff DelicateEquipmentWhenLeaks AndStormsOccurAbove-W600Hundreds of thousands of data centers and server rooms are in multi-tenanted buildings across the US and elsewhere. Within them, critical computer servers and telecommunications equipment are regularly damaged by water dripping – and sometimes cascading – through ceilings from leaking or burst pipes on the floors above.

And worse: In storm-prone areas, it is only too frequent for roof-damage to allow water to come flooding in (even when the roof is several floors up) – causing widespread destruction of the server equipment and disruption to businesses.

An invention called the Turtle Shell server shield – effectively a massive umbrella for data center servers and telecoms racks – is already protecting thousands of servers around the US and as far afield as Norway and Pakistan.

Completely innovative, the Turtle Shell server shield has just been granted US patent number 8,413,385 in recognition of its uniqueness.

Glenn Mahoney, president at Turtle Shell Industries, and his team have been developing the product for four years – with considerable success.

Said Mahoney, “We’ve been called to many disaster sites where storms and pipe bursts have sent water cascading through the ceiling and right through $millions-worth of server and telecoms equipment – not only interrupting vital business operations but in most cases damaging the equipment beyond repair. It’s a highly distressing sight to see”.

“In one such situation – a major cable operator’s network center in New York – thousands of customers were offline because of the water damage. While the center was being rebuilt, the operator asked us to fit Turtle Shells, as one of several new disaster precautions. Less than two years later torrential storms hit again but even the newly reinforced roof gave way and water came cascading through again. However this time, the unique Turtle Shell ‘umbrellas’ kept the water out of the electronics and the equipment kept on working. With $millions worth of equipment saved to carry on earning revenue.”

You can see an amazing video of both the first and the second storm damage as this NYC data center is struck in 2008 and 2010 at ‘Turtle Shell in action’ here:

Turtle Shells are made from a very strong polycarbonate and shaped like a sideways “(“ extended over the full length of each suite or racks.

They can be installed over, under and around all manner of cables, conduits and support rods or brackets. Once installed Turtle Shells are total watertight. They can also be fitted with flexible curtains which can be operated manually or automatically to ensure that water doesn’t splash into the front and rear of racks.

“We’ve seen a 300 percent raise in sales since October,” said Mahoney. “As people on the East coast are recovering from super storm Sandy they are thinking seriously about how to build-in extra disaster protection. And Turtle Shells are proving to be the ideal solution not just for data centers, but telecoms and cable operators, hospitals, schools, universities and Government sites too.”

For further information on Turtle Shells and advice on how to protect your sensitive equipment from damage by falling water and debris visit

(Note: Turtle Shell Products is a client of Turtle Consulting Group, but the companies are not related. GREAT NAME THOUGH!)


Data Centres Could Experience 30 Per Cent More Failures as Temperatures Increase

Alan Beresford EcoCooling Managing DirectorMany data centre operators have been increasing the operating temperature in their data centres to reduce the massive costs of cooling.  But, warns Alan Beresford, technical director and md with EcoCooling – they run the risk of significantly more failures.

ASHRAE (the American Society of Heating and Refrigeration Engineers) is generally considered to set the standards globally for data centre cooling. A few years ago it relaxed its recommended operating range for data servers from 20-25C (Celsius) to 18-27C.

“For decades,” said Beresford, “data centres have operated at a 20-21C temperature. With the relaxation in the ASHRAE 2011 recommendation plus the pressure to cut costs – data centres have begun to significantly increase the ‘cold aisle’ temperature to 24-25C and in some cases right up to 27C.

“But many of them have not taken into account the study of server reliabilities detailed in the ASHRAE 2001 Thermal Guidelines for Data Processing Environments – which predicts that if the cold aisle temperature is increased from 20C to 25C, the level of failures increases by a very significant 24%. Upping the temperature to 27.5C increases the failure rates by a massive 34 per cent.

Warns Beresford: “And if the air temperature going into the front of the servers is 27C it’s going to be very hot (34-37C) coming out of the rear. For blade servers it can be a blistering 42C at the rear!

“It’s not just the servers that can fail,” states Beresford, “at the rear of the servers are electric supply cables, power distribution units and communication cables. Most of these are simply not designed to work at such elevated temperatures and are liable to early mortality.”

Interestingly, again according to ASHRAE’s published figures, if the temperature is reduced to 17C – the server reliability is improved by 13 per cent compared to conventional 20C operations.

“To cool the air to 17C would be completely uneconomic with conventional refrigeration cooling,” said Beresford, “our modelling shows it would require over 500kW kilowatts of electricity for every megawatt of IT equipment.

“However, with our evaporative direct air cooling CRECs (Computer Room Evaporative Coolers), this 17C operation would require
less than 40kW kilowatts – a saving of over 450kW compared to conventional refrigeration and a reduction of PUE (Power Usage Effectiveness) of 0.45.

When given the option of cooling a data centre with refrigeration at 27C compared with evaporative cooling at 17C at less than 10% of the energy use, 40% less temperature related server failures and a more stable environment for other components it is clear why over 150 UK data center operators have adopted this approach.

Alan Beresford has prepared an informative webinar explaining how evaporative cooling works and why it uses so little energy compared to conventional refrigeration. To watch it visit

Beresford adds a final point, “when Engineers and technicians are working on servers, it’s usually at the rear where all the connections are. If they are going to have to work regularly in temperatures of 34C to 42C there might be health issues to consider too. Keeping their working environment under 30C is a far more acceptable solution.”

To find out more about EcoCooling CRECs visit


ColdLogik Pours Cold Water On Data Centre Cooling – And Nets The Queen’s Award!

Michael Cook USystems Managing Director And FounderUSystems, the innovator in data centre cooling, has won the coveted 2013 Queen’s Award for Enterprise in the Innovation category for its multi-award winning ColdLogik data centre cooling range.

The Queen’s Award for Enterprise is the UK’s most prestigious award for business performance and recognises and rewards outstanding achievement. The Innovation category is for continuous innovation and development, allied to commercial success, sustained over at least five years to levels that are outstanding for the size of a company’s operations.

Michael Cook, USystems’ MD and founder said, “We are extremely excited and proud to receive this award which helps to elevate our profile and endorse our success.

“The Queen’s Award assessors were impressed that USystems could make a radical difference to the approach of data centre cooling with a simple idea that was well thought through and offers a complete, long term solution to the challenges of reducing data centre energy consumption, real estate, carbon footprint and other associated costs.”

Founded in 2003 and based in Gamlingay, Cambridgeshire, England, USystems is a privately owned company with over 50 employees in its 35,000 square foot manufacturing facility. It launched the family of ColdLogik CL20 rear coolers – the heart of its data centre solution – in 2007 as the world’s first intelligent and fully integrated rear cooler system.
ColdLogik coolers have been deployed worldwide – in over 100 projects – all of which now boast massive on-going energy and cost savings, plus a lower carbon footprint.

In addition to reducing energy consumption, ColdLogik rear coolers remove hot spots and can be retrofitted to existing or new build OEM cabinets using an interface.

USystems continues to develop and expand the range to meet new demands. The company is currently working with a number of key data centre design and build specialists that are incorporating the ColdLogik solution into their on-going projects.

The technology

Data centre cooling is an issue that has far reaching effects on both financial drain and power consumption – for many businesses throughout the world.

ColdLogik rear coolers replace the traditional approach to data centre cooling by removing low and high density heat loads. Rear door cooling has added benefit of reducing the real estate wasted by hot aisle/cold aisle, in row cooling; CRAC cooling and aisle-containment designs.

Waste heat generated by active equipment within a cabinet is removed at source by water cooling. Water is 3,500 times more effective than air by volume. Under normal circumstances, water and computing are not a good mix – however, by utilising a patented Leak Prevention System, the ColdLogik solution operates without fear of leakage.

Facility-wide solution

It will surprise many readers that, in order to gain the optimum energy performance and control the room environment, ColdLogik coolers can be used to control the entire computer room / data centre without additional air conditioning, The ColdLogik Management System, intelligently maintains the room ambient temperature.

ColdLogik is now specified into many prestigious current and on-going projects where it offers superior control and unrivalled energy, power and financial savings to future-proof data centres for many years.

Other recent awards
USystems is no stranger to winning with its ColdLogik products – with three further awards under its belt last year:

• Winner – 2012 CEEDA Energy Efficient Gold Award
• Winner – 2012 CEEDA Energy Efficient Silver Award
• Winner – 2012 UK IT Industry Award


About USystems

USystems is the designer, manufacturer and distributor of an impressive range of world class high quality modular and scalable cooling systems, sound proofing data cabinets and 19 inch racks, which are used throughout the world in computer rooms, data centres and data / telecoms projects.

Through clear and innovative thinking in our designs and using advanced manufacturing processes, our products are dramatically reducing noise, heat and energy costs in data centres and offices while improving space utilisation and reducing carbon footprints.

USystems is registered as meeting the quality manufacturing requirements of BS EN ISO 9001:2008 and products comply with CE, UL, SCC, CMC and RoHS standards – we recycle over 90% of our waste and are currently working towards ISO 14000.

Notes To Editors
For further information on ColdLogik, USystems or the Queen’s Award for Enterprise please contact:
Zillah Loewe, USystems Limited.
Email: Zillah Loewe
Tel: +44 1767 652 817
Phil Turtle, DataCenterIndustryPR – Turtle Consulting
Tel: +44 7867 780 676

Notes To Advertising Representatives
Please refer any requests for colour seps direct to client (details above) and NOT to the agency. Thanks, Phil Turtle


Research shows Nordics leads Western Europe in Data Center Growth

Scandinavian countries taking the lead when it comes to digital infrastructure.
Recent research has shown that the Nordic countries had 22 per cent growth in data center ‘white space’ (the IT equipment area) over the last year – the largest percentage increase of all Western European and Scandinavian countries.
Data Center White Space Rate Of Growth By Market 2011-2012
Editor: High-Res photo here: [user: pics | pass: pics] According to Nicola Hayes, md of DCD Intelligence the research arm of DatacenterDynamics, “internet giants like Yahoo!, Google and recently Facebook – plus many other companies – have flocked to the Nordics. They have been drawn by the combination of financial incentives, mature infrastructure, cool climate, cheap and reliable energy, and a skilled workforce. There has also been a significant increase in the amount of outsourcing in this region.”

“Countries in the Nordic region have established themselves as leading examples of best practice in the development of ICT infrastructure. And publicity from the establishment of Nordics-based Data Centers by the internet giants has helped to drive interest in this market on an international scale,” she said.

At DatacenterDynamics Converged Nordics conference and expo – Stockholm 28th May this year (info: – speakers including Facebook, Volvo, Ericsson, the European Union and DCD Intelligence will share their knowledge and experience with delegates.

Facebook’s Joel Kjellgren, data center manager at the Luleå facility, will explain the the technology behind Facebook’s global success and offers to share valuable lessons from Facebook’s experience that data center owners and operators can apply in their own data centers.

Nicola Hayes, managing director of DCD Intelligence, will give a keynote presentation from DCD Intelligence research examining the significance of the market in the context of worldwide data center growth.

The new location this year for DatacenterDynamics Converged Nordics is the Stockholm’s historic Münchenbryggeriet events and conference centre, an old converted brewery. Now in its fourth year, the expanded program provides a unique opportunity to build on your understanding on the latest trends in the data center industry – with two conference streams:

Operating and Optimizing Stream – dedicated to everything you need to know about data center operations, from DCIM; power & cooling to green IT and IT optimisation.

The brand new Strategy Stream highlights cloud provisioning, data center risk & business value plus outsourcing decisions.

Join us at DatacenterDynamics Converged Nordics and enjoy a highly valuable day of networking with industry leading content from speakers such as:
• Dennis Jönsson, head of green IT, Nordea
• Morgan Ledner, global security manager datacenters, environment coordinator, Volvo IT
• Lutz Schubert, independent expert, European Commission (DG INFSO)
• Tomas Elken, head of IT sourcing, Ericsson
• Jim Runsten, partner and head of the IT sector group, Bird & Bird
• Joel Kjellgren, data center manager Luleå facility, Facebook
• Nicola Hayes, managing director, DCD Intelligence

For more information or to book DatacenterDynamics Converged Nordics at the Münchenbryggeriet Stockholm on 28th May 2013 please go to


Fifth Year At The Top For Brand-Rex

Martin Hanchard CEO Brand-RexFor the fifth year running Brand-Rex, the data networks solutions provider has re-affirmed its leadership position in the UK market for volume of structured cabling systems sold.

The latest independent market research report conducted by specialist building consultants BSRIA – shows Brand-Rex shipping a significant 15 per cent more ‘outlets’ than its closest rival. In product terms. ‘Outlets’ represent complete system solutions, incorporating copper data cables, patch panels, patch cords and outlet sockets.

Martin Hanchard, CEO at Brand-Rex commented, “It is very pleasing to note that although certain manufacturers sell more cable kilometres and others more component units, Brand-Rex remains the preferred UK supplier for fully integrated solutions.“

According to the research, Brand-Rex has 18.6 per cent of the UK market by volume with 1.33 million outlets sold in 2012 compared to the market total of 7.13 million.

A star performer for Brand-Rex last year was its Data Centre Zone Cable product. Thinner than competing 10Gigabit/s cables this innovation has been a real success with installers. By reducing overcrowding in equipment racks and solving the problems of conventional cables blocking under-floor flows of vital refrigerated air, end users and system integrators can more efficiently plan their Data Networks.

“We have secured exciting new UK contracts including Manchester City FC’s new training ground; media companies MTV and Viacom; Odeon Cinemas; The Welsh Assembly; and the South Glasgow Super-Hospital. Brand-Rex has also supported many of the London Olympics venues,” said Hanchard.

Despite the challenging economic climate in the UK, Brand-Rex continues to invest heavily in new product development – evidenced by the launch of its Fibre Superset, a complete range of 10 to 40 Gigabit migratable and 10-to-40-to-100 Gigabit migratable products. Unlike most products these are designed for in-situ re-configuration to higher speeds providing for the much sought after future proofing required by network managers and specifiers.

“Brand-Rex environmental credentials continue to contribute substantially to the company’s success. Brand-Rex leads the industry,” said Hanchard, “we were first in the world to be able to state that our complete global operations were carbon neutral and continue to challenge ourselves every day to further develop this competitive advantage.”


New On-demand Professional Press Release Writing Service For Small Companies In The Data Centre Industry

Many thousands of small specialist companies have great stories to tell but don’t get featured in the media because they can’t afford expensive PR agency fees.

A new service from industry directory portal DATACENTRE.ME solves this problem by providing an on-demand press release, feature article and case study writing and distribution service.

The DATACENTRE.ME PR service  is staffed by technology journalists who are expert in the technology and business of both data centers and the vast array of manufacturers, suppliers and service companies that operate in the fast growing sector.

Said Caroline Hitchins, founder of DATACENTRE.ME, “As one of the main ‘meet-me’ organisations in the technology market, companies large and small regularly ask me who I recommend to do the very specialist PR they need in this sector. But often their budgets are too small for it to be cost effective for them to take on a full service PR agency.

“So we’ve teamed up with the specialist PR agency we frequently recommend DataCenterIndustryPR to provide an expert on-demand PR service for smaller companies”

DataCenterIndustryPR md and CTO Phil Turtle said, “I’ve always been passionate about helping small businesses and it had always upset me to meet business people with phenomenal products and services yet neither of us could afford to work together.”

The concept of an on-demand press release copy plus distribution service is, of course, not new. What is new is one specifically for a highly technical market which has, on-tap, all the specialist knowledge and experience of the key boutique PR agency in the sector. Backed by a distribution service with probably the industry’s most comprehensive global database of journalists that write about data centre industry topics.

The DATACENTRE.ME PR Service starts from as little as £280 (€330, $440) to edit a company’s own draft press release and distribute it worldwide or £480 (€560, $760) for one of DataCenterIndustryPR’s journalists to interview you, write and distribute a release.

The service includes feature article writing, case study writing plus a PR strategy and ideas brainstorm phone conference for just £180 (€220, $285).

For more information visit here  or go to and choose the‘Media’ tab, then ‘Our PR Service’.



EcoCooling New Approach To Co-Location Adds £millions To The Bottom Line

EcoCooler-CREC-DontWasteInternalWhiteSpace-W600Co-location data centres are under increasing pressure to cut prices whilst increasing resilience, power density and power availability. A new approach can make space for 20 per cent more revenue earning racks and cut the power bill by £ 1million a year.

A new technique pioneered by EcoCooling and described by Amazon’s James Hamilton as “using the building as an air-handler” when combined with the company’s patented CREC (computer room evaporative cooling) units, has been demonstrated to free-up space for an additional 200 revenue-generating racks in a typical 1000 rack large data centre whilst cutting the energy requirement for cooling from over 1,700kW to a mere 160kW.

“With increasing demand for co-location rack space many operators have run out of space. The EcoCooling CREC cooling system can create an additional 20 per cent of rack capacity compared with either perimeter CRACs or in-row cooling because is installed external to the white space”, explained EcoCooling md and technical director Alan Beresford.

As each co-location rack can generate potential revenue in excess of £1000 per month, this extra capacity has real significance. 200 extra racks in a 1000 rack data centre could generate over £2 million in additional annual revenue.

At the same time, cutting the cooling energy bill by over 10,000,000 kWh could mean in the region of £1 million cost saving per year.

“And that’s on top of significantly lower capital costs of EcoCoolers compared to standard refrigeration equipment,” said Beresford.

These are not merely theoretical calculations either. Beresford explained, “with over 150 data centres now using the EcoCooling CREC evaporative cooling system, the figures above are based on real installations.

“At one such site, the combination of evaporative cooling and the ‘building as an air-handler’ design technique meant that the rack complement on each of that data centre’s four floors is increased from 150 to 180 with the EcoCooling strategy. Over four floors that will add an extra 120 revenue earning racks when the build out is complete.”

A realist Engineer, Beresford points out “Evaporative cooling, such as used by our own EcoCoolers is a relatively young technology and is not suitable to every data centre in every country.”

He pointed out that, however, evaporative cooling has now come of age and can be used by a great many data centres throughout the temperate regions of the world.

“Considering the potentially massive increases in revenue and reductions in operating costs possible, data centre operators would be short-sighted not to include evaporative cooling in their due diligence at the planning stage.” Beresford said.

More information on the EcoCooling products and cooling solutions can be found at


Can Modular be Incremental?

Is it time for a major change in the modular data centre market? Matt Goulding, managing director at Cannon Technologies, explains why he thinks it is:

Putting a digital phone exchange (PBX) back in the 1970s and 80s into an ISO shipping container so that, in the case of a disaster like fire or flood, it could be dropped onto a container lorry and be delivered to the disaster site in a matter of a few hours, was a brilliant idea.

20 years on and doing the same with a mini-data centre is also a great idea.

As a mobile ‘disaster recovery data centre’ the ISO container can be carried on an every day lorry over every day roads. No special permits, no escorts and definitely no need to close roads or remove lampposts and other street furniture.

Trying to use this technique to spread the CapEx cost of data centres on a ‘pay-as-you-grow’ model meant the bad points sometimes outweighed the good. ISO containers were not designed for racks, so the dimensions are not ideal. You can squeeze up to 19 racks in, but there isn’t room for full size aisles front and rear.

You could mount each cabinet on a little railway track allowing it to be shunted forwards (for rear access) and backwards (to access the front). But it is not only the racks that need to move. Cables and pipes such as relatively fragile fibres, copper Ethernet cables that aren’t designed to be flexed and, in some cases, pipes for in-row or in-rack heat exchangers, require flexible trunking systems that can move with the racks.

This not only makes these rail-track equipped ISO containers expensive, but you can only grow your data centre by adding more containers. The result is a cost premium that significantly negates the delivery of a pay-as-you-grow approach. This is why the ISO container hasn’t really caught on as a mainstream data centre construction practise.

Modular is essential

Having a modular approach to data centre building is essential because the conventional bricks-and-mortar approach is far too capital intensive and front-loaded.

Even if you acquire your building but only do a partial fit-out, you’ve still had to purchase or rent a building large enough for its ten-year capacity. That means for the majority of the time, you’re effectively paying for thousands of square meters of unused space.

This is not the only wastage. You are also paying for the power utility feeds and generators specified for the ultimate capacity, in addition to the annual costs such as rates, insurance, building maintenance etc. In an age of shrinking data centre budgets, this just doesn’t make good business sense.

All this shows why a cost-effective, pay-as-you-grow solution to data centre construction is something of a Holy Grail.
Pre-fab modular

ISO containers are not the only available modular solution. A growing number of vendors now provide large containers or pre-fabricated data centre buildings. These can be pre-built and sometimes pre-staged in the factory – but getting them to site is cumbersome and expensive.

Large sections require ‘wide load’ permits and escorted transport. Road closures and the removal of street lights or other street furniture adds to the cost. At their destination, heavy cranes are required to lift them into place.

Internally these systems tend to have annoying support pillars which interfere with ideal rack layouts. Just like the ISO container most systems are a fixed width and can only be extended length-wise and by another large module, so the pay-as-you-grow is not very granular.


Many of these ‘modular’ data centre approaches still require a building around them – being internal structures rather than buildings in their own right.
This almost brings the worst of all worlds. You can use a low grade industrial building, but you’ve still got to acquire or lease enough space for your ultimate capacity. You also need the expensive ‘modules’ so again the business model isn’t a compelling one for most companies wanting to build a new data centre or extend an existing one.

Incremental Modular

The solution is a modular building system that can grow in small increments. Start with one rack width and grow, rack by rack, based on six or twelve month forecasts. As you grow in such small increments, you can adapt the shape of the data centre to meet the shape and design of the building.

Cannon Technologies have been delivering precisely this type of modular system for over twenty years. Initially a telecoms product, it is now being targeted at data centres.

With data centre requirements changing so frequently, estimating three or ten years ahead is art not science. The restrictions on budgets means this approach is not only fiscally responsible it makes good business sense.


DatacenterDynamics EMEA Awards Winners Announced

For the sixth year in succession the DatacenterDynamics Awards celebrated the best projects, technologies, companies and people of the industry from across the EMEA region.

This year saw more than 650 end user, data center and IT industry leaders gather in London to compete for the industry’s most recognised awards.

Among the winners were Russian bank Sberbank for its mega data center; NHS Airedale, Bradford and Leeds for its micro data center build. The Government of Malta and Scotland’s St. Andrews University were also winners.

Data Center operator Equinix won the Green Data Center Award. Business leader of the year is Guy Willner, chairman of IDC-G and the outstanding contribution to the industry winner was Harkeeret Singh, director of energy & sustainable IT at Thomson Reuters.

Stuart Sumner, CEO of infinity SDC gave the opening address.

The 2012 award categories highlighted innovative approaches to data center design and engineering over the last 12 months as well as leadership in the industry.
The EMEA awards, which were sponsored by infinity, were awarded as follows:

1. Future thinking & design concepts – sponsored by Schneider Electric
Winner: Munters – Digiplex/Gardner A2A Indirect Evaporative Cooling Modular Data Center

Munters’ DigiPlex A2A is a highly efficient, modular data center solution that provides a unique combination of Hypoxic fire prevention and indirect evaporative cooling that reduces the risk of fire and contamination while providing a low Power Usage Effectiveness (PUE).
The pre-fabricated solution is free-standing and stackable and can be scaled out as the user requires. It has been ISO9001 factory tested and can accommodate varying load densities and is concurrently maintainable to an Uptime Institute Tier III rating.

2. Data center blueprints – sponsored by Citadel 100
Winner: Cable&Wireless Worldwide – Urban Blueprint

Cable&Wireless Worldwide used its broad experience building and operating data centers and telecommunications services to create its flexible and modular design for new builds and the retrofit of existing facilities.
The design is focussed on achieving a PUE of less than 1.25. It does this by advancing existing techniques while making sure to minimize operational risks to create an environment that can meet the needs of government and commercial clients, all which exist in a single facility.

3. Innovation in the micro data center – sponsored by Future-Tech
Winner: NHS Airdale – NHS Bradford, Airedale & Leeds high density data center

This division of the National Health Service in the UK, which covers Bradford, Airedale and Leeds, built a high-density data center for the provision of services using Schneider Electric’s InRow and over-aisle cooling units together with a hot-aisle containment solution, supplied by Schneider Elite Partner Advanced Power Technology (APT).

By combining both it was able to better use the floor space, making room for more IT equipment racks, while ensuring efficient data center cooling.

4. Innovation in the medium data center – sponsored by MPL
Winner: Colt – new generation data centers

Colt focussed on higher levels of flexibility for power, size and infrastructure capacity when it designed its modular data center, which has redefined the way facilities are constructed.
Colt’s solution means operators can choose how to build out their data center using a modular approach which can be delivered in less than four months, instead of the 18 to 24 months it usually takes for a traditional build. Better still, the Colt modular data center offers high levels of power efficiency.

5. Innovation in the mega data center – sponsored by Digital Realty Trust
Winner: Sberbank Mega Datacenter

This Russian entrant built a Tier III certified facility with about 5,000 sq m of IT space, making it the largest data center of its kind in the region. Size did not overcome concerns with efficiency, however, and the credit institution ensured it came in with a low PUE – 1.32 – by using Plate Exchange air handling units.
The deployment of the technology marked a first for Russia.

6. Leadership in the public sector – sponsored by Excool
Winner: MITA – MITA-01 Corporate Data Center

This data center, for the government of Malta, was designed with cost-effective, efficient delivery of ICT in mind. The hosting environment designed by the Malta Information Technology Agency is scalable and resilient, and meets the long-term hosting capacity for the Information Systems requirements of the government.

7. Innovations in outsourcing – sponsored by Norland
Winner: Interoute – Interoute Virtual Data Centre

Interoute’s Virtual Data Centre (VDC) removes the need for companies to invest in equipment, power, colocation, network and manpower. Designed as an innovative cloud-based solution, it is the first solution to allow for such simple and convenient deployments of the public cloud, without risking the security and privacy usually associated with the private cloud.

8. The ‘Green’ data center – sponsored by Siemens
Winner: Equinix – Renewable Heating Project

Equinix took an innovative approach with the building of one its state-of-the–art data centers, using an Aquifer Thermal Energy Storage system and teaming this with hybrid-cooling towers. Together, the systems allow for heat to be transferred from the data center into a geo-cooling system and then re-injected into the ground with full use of free cooling. This also provides warmth for a neighbouring university

9. Improved data center energy efficiency – sponsored by The Green Grid
Winner: LAMDA Hellix Data Center – LAMDA Helix Mission Critical Facility

LAMDA Hellix has been collecting information on its energy consumption since January 2006 using The Green Grid metrics. It has then, through analysis, used these figures to implement new practices to improve its energy efficiency, and to create new models of operation. Even a new infrastructure extension has been designed with these metrics in mind. It is not only about energy efficiency though – LAMDA Hellix’ data center team also use these metrics as indicators for preventative maintenance.

10. Innovation in IT optimization – sponsored by Rittal
Winner: University of St Andrews – ICT Transformation

This two-year project saw the university carry out a comprehensive review of all aspects of its ICT which led to the development of a new data center, a shared storage platform, the adoption of cloud computing services and a new and aggressive server virtualization program and network enhancements.
The project was designed to reduce the variety and complexity of its previous systems and add more value to the university’s technology environment.

11. Most extreme data center deployment – sponsored by Virtus
Winner: Cannon Technologies – Cannon T4 Modular Data Centre

Cannon designed its T4 Modular Data Centre for Johannesburg, South Africa, where it was required for a Tier III-resilient facility (upgradable to Tier IV). It also had to be seismic resistant.
Following project sign-off, the modular data center was shipped in four weeks, and then erected in two weeks. This included the building itself, the raised floor, uninterruptible power supplies, in-row cooling, power distribution, lighting, fire suppression, aisle cocooning and Cannon DCM software – its data center management platform.

12. Young mission-critical engineer of the year – sponsored by Global Insulation
Winner: Ehsaan Farsimadan, Romonet

Ehsaan Farsimadan worked as an M&E consultant with critical systems at Cundall where he developed data center designs from concept to completion before joining Romonet as principal mission critical engineer. During his time at Cundall he also founded the data center modelling team, specializing in computational fluid dynamics and chilled water systems modelling.

He obtained his doctorate (PhD) in mechanical engineering in 2008.
Farsimadan now provides consulting and modelling engagements around the world for Romonet and has led a number of projects working some of the world’s biggest data center designers. He has also made a significant number of contributions to the field of turbulence research and the data center industry by publishing a number of journal papers. He has also been recognized as a Chartered Engineer by the IMechE.

13. Data center special assignment team of the year – sponsored by CBRE
Winner: UKFast – Migration Team

The team behind this dedicated hosting and cloud provider worked on a custom-built data center that followed the company CEO’s directive to eliminate third-party elements with all infrastructure that was developed in-house. This was quite a shift for the team – it had previously outsourced its data center operations.

The MaNOC 4 required a range of technical expertise – more than 10,000 servers belonging to more than 4,000 clients were being transferred to the new data center, which currently has 220 racks, 30 miles of cable.

Strong team management ensured the success of this project – engineers had to be placed in areas that made the most of their ability. A contingency plan was also vital, as the team had only eight months to carry out its migration, all without losing service or downtime. Furthermore, the clients had to be happy the migration was being done in a timely and safe manner.

14. Data center business leader of the year
Winner: Guy Willner, Chairman at IDC-G

Founder and Executive Chairman of the International Data Centre Group (IDC-G) Guy Willner’s accolade recognizes his 14-year commitment to the industry and his worldwide influence on the data center industry.

IDC-G is a data center service provider based in London. But Willner’s influence began before IDC-G as event established. He successfully steered his pan-European business IXEurope through the dotcom crisis before establishing IDC-G and IXcellerate. IXEurope was listed as the UK’s fastest growing company in 2002 by the Sunday Times Tech Track 100 before it joined the AIM market of London Stock Exchange in April 2006. IXCellerate was then acquired by Equinix in 2007 for US$555m.

With IDC-G, Willner has created the first global alliance of independent data center operators across 18 secondary markets. This year it successfully raised capital for a new data center venture in Russia – considered to be one of Europe’s “riskier’ locations.

15. Outstanding contribution to the industry
Winner: Harkeeret Singh, Director of energy & Sustainable IT at Thomson Reuters

Harkeeret Singh has established himself as a lead evangelist of all things energy efficient. In his role, he has introduced a number of new technology models now used in mainstream adoption.

More recently, Singh has started a new initiative called Talent for Technology which looks to nurture new technology in the industry in an effort to overcome the skills gap using programs specific to data centers.


Up 45 per cent, Beijing Leads as China Data Center Market is Forecast to Grow 20 per cent Year on Year for Next Five Years.

A new analyst report ‘China Data Center Market Trends 2012 – 2013’ just released by DCD Intelligence, the research division of DatacenterDynamics, predicts that the Chinese data center market is forecast to grow at a 20 per cent compound annual growth rate (CAGR) for the next five years.
Beijing has witnessed a 45% growth in ‘end user white space’ in data centers during the period 2011-12 compared to a lower but still highly significant growth rate of 29.3% across the whole of China.

Beijing currently accounts for both the largest amount of end user operated data center white space in China and the greatest amount of investment.

Launching the new report Nicola Hayes managing director of DCD Intelligence said, “Although Hong Kong is the most developed data center market in China, Beijing and Shanghai are rapidly establishing themselves as data center hubs. Both cities have overtaken Hong Kong in terms of total available white space.

The ‘China Data Center Market Trends 2012 – 2013’ report also estimates that total investment in the China data center market over the past 12 months was US$ 5.9bn and forecasts that this will increase to US$ 7.5bn from 2012 to 2013.
Investment in the Beijing data center market 2011-2012 accounted for 32% of the overall figure.

Other key findings from the report include:

• Over a quarter of data center infrastructure in China is currently outsourced,
• Power consumption is on the increase with a total consumption of 3.8GW forecast for the end user data center market by 2015.
• Over 50 per cent of data center end users have invested in virtualization implementation over the past 12 months
• Cloud uptake is expected to show upwards of 30 per cent growth over the next 12 months.

This report is part of the DCD Intelligence ‘Data Center Trends 2012 – 2013’ series. Other reports include regional reports on Latin America, Asia Pacific, North America, Western Europe, Eastern Europe Middle East and Africa as well as individual country reports on China and the UK.
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