Monday, 8 December 2008

Fujitsu's Green Progress

I had the chance to catch up on Fujitsu Services' environmental strategy last week at the company's analyst event in the UK. There has always been a significant environmental awareness in Japan which has translated into early action - Fujitsu has had environmental control sections at each of its plants since 1972 and established an Ozone Layer Protection Committee in 1987. The company has a number of environmental and sustainability initiatives in place in Japan and they are coming to Fujitsu Services in Europe and elsewhere. Among the things I learned last week are:

- Fujitsu has recently published its 66-page corporate Sustainability Report (see it here). A version specifically covering Fujitsu Services is expected soon.

- The company has taken targets for CO2 emissions reductions a stage further by accounting for all the emissions it reduces. Thus the Group is committed to reducing emissions in Japan (by its customers and society as a whole) by seven million tonnes between 2007 and 2010. The company also has a longer term target of 30 million tonnes every year between 2010 and 2020 (which makes a cumulative total of 150 million tonnes). There is an 'aspirational' target of reducing emissions in Europe by five million tonnes a year by 2020.

- Fujitsu has had its own environmental assessment for products since 1993 and in 1998 developed a its Green Product Evaluation Standards. Since 2004 it has been working on SuperGreen Product development, i.e. products that have environmental characteristics that are a class above and beyond the existing range or available on the market. (In 2007 32 product families were designated Super Green).

- The company has also developed a range of Environmentally Conscious Solutions. These are IT solutions that have been assessed on seven factors related to CO2 emissions (see the chart) and shown to reduce CO2 emissions by at least 15%. This is a packaged approach, i.e there are a range of well defined solutions with clear environmental benefits. There are over 80 of these solutions defined in Japan and the company has started the process of bringing them to Europe.

In my view Fujitsu is positioned to be a major player in the Green IT services market. Firstly, its Japanese heritage gives it credibility in the market as an environmentally conscious company. Secondly, the Lean manufacturing, TRIOLE and Sense and Respond methodologies all make it well placed to increase business efficiency, whether it be for Green reasons or just business improvement. Thirdly, the packaged solution approach both plays to the company's strengths and to the market requirements. Uncertainty about benefits is a major factor in holding back Green IT. If a credible player can offer packaged CO2 reduction IT solutions it may well appeal to a broad market and stimulate Green IT uptake.

© The Green IT Review

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