Winning a DCIM deal with a company like Facebook - sell vs. partner

I wrote a blog post on the Facebook DCIM deal that got away from the DCIM vendors.

So let's hypothetically go through a way that a company could work with Facebook on a DCIM solution.  Part of what I am going to describe as a method is knowing people inside Facebook and other of the big data center operators.

First, make a choice, are you going to try and sell what you have or work with Facebook to develop a solution.  Most would try to sell what they have.  I would try to put a proposal on the table to work with Facebook to create a DCIM solution that works for Facebook.  This is NOT a customization of your solution for Facebook.  It is an opportunity to get insight on what is of real value to Facebook for a DCIM solution.

An example of the concept of insight is Slate's article on Google's Jeff Dean.

The real Jeff Dean admits he isn’t a machine-learning expert but says he’s eager to help out with his skills in building scalable, high-performance systems.

Contrary to what the Jeff Dean facts imply, Dean says simply sitting down to write the perfect program is rarely the best way to tackle a problem. Instead, his process often begins with back-of-the-envelope calculations to find the optimal trade-off between quality and speed for a given process. “In a lot of these areas, from machine translation to search quality, you’re always trying to balance what you can do computationally with each query,” he says. “Maybe you can’t afford the ideal [solution], but if we can approximate it in a certain way, you can get 98 percent of the benefit with 1 percent of the computation.”

Another choice is are you building your solution on a Microsoft stack or on open source.  Most don't know that companies like Facebook have many people who have a preference which favors open source.  Down this path is whether you have built on top of NoSQL.  Why NoSQL as described below - simplicity, scaling and availability are easier with NoSQL and it can be a platform for big data and real-time web applications.

NoSQL database provides a mechanism for storage and retrieval of data that uses looser consistency models than traditional relational databases. Motivations for this approach include simplicity of design, horizontal scaling and finer control over availability. NoSQL databases are often highly optimized key–value stores intended for simple retrieval and appending operations, with the goal being significant performance benefits in terms oflatency and throughput. NoSQL databases are finding significant and growing industry use in big data and real-time web applications. NoSQL systems are also referred to as "Not only SQL" to emphasize that they do in fact allow SQL-like query languages to be used.

When I run a Google search of "NoSQL DCIM" most of the results I see are pages with one word in an article and advertisements with the other.

By this point it is easy to stand out vs. other DCIM vendors and you can start a dialog with Facebook on what DCIM should do.

I could go on and on, but it gets more esoteric.  You get the basic ideas.  Once you get past the partnership the really hard part comes up to create something that Facebook wants to buy.

Something that is Missing from Facebook's Carbon Data Center Disclosure, an int'l colocation presence

I've been staring at the Facebook Carbon Disclosure for over two weeks.  You can see the 2012 numbers here.

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One of the things that I asked Facebook "where are the international colocation centers?"  Facebook doesn't have any.  There are POPs which are small and are counted in the office space carbon footprint.

It is pretty amazing that in 2012 the East Coast colocation presence was as large as Prineville and Forest City combined. In 2012 there was almost no data center capacity in Europe so content was a run back to the East Coast.  West Coast was taking care of Asia Pacific.

It will be interesting to see what Facebook releases for 2013.  My one request is it will not take 6 months to release this information in June 2014 for the 2013 disclosure.

Would you rather operate an air cooled rack or an oil immersion rack?

I regularly have people mention how immersion cooling is interesting.  But, almost all these people are outsiders, not people who work in data centers.   Poll question how many of you want to spend the day with mineral oil soaked components?  I don't see any hands up.

DCK just had a post on CGG's use of Green Revolution Cooling.

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This solution must have looked good on paper to someone for CGG.  What do the operations guys think?

When you let operations have a voice what looks good on paper will many times have issues.

Arstechnica just posted a tour of Facebook's HW group.

Could you imagine 100,000 servers immersed in oil at Facebook.

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The operating costs for an immersion system are an unknown and there is no way it will deliver a 50% reduction in a Facebook data center.

Facebook finally opens Lulea Data Center, 18 months after announce

One of the conversations I have had with data center friends is when will Facebook bring its Lulea data center online.  The project was publicly announced in Oct 2011.

There was Swedish papers covering the commissioning process in May 2013.  

Uhh, 18 months after project announce Servers are deployed.  Building in Sweden was not as easy as it looks.  Facebook has built 2 data centers in Prineville and Forest City.

Facebook posts on Lulea coming on line.

Luleå goes live

by Luleå Data Center (Notes) on Wednesday, June 12, 2013 at 6:14am


On the edge of the Arctic Circle, where the River Lule meets the Gulf of Bothnia, lies a very important building. Facebook's newest data center - in Luleå, Sweden - is now handling live traffic from around the world.
One of the speaking points is the green data center aspect.
As our systems come online for the first time, we are proud to say that this is likely to be one of the most efficient and sustainable data centers in the world. All the equipment inside is powered by locally generated hydro-electric energy. Not only is it 100% renewable, but the supply is also so reliable that we have been able to reduce the number of backup generators required at the site by more than 70 percent. In addition to harnessing the power of water, we are using the chilly Nordic air to cool the thousands of servers that store your photos, videos, comments, and Likes. Any excess heat that is produced is used to keep our office warm.