From energy guzzler to energy saver

IBM started out as the manufacturer of energy guzzling computer equipment. Today, the group's employees advise on how companies can save electricity.

The change took place in the early 1990s when IBM took a hard look at its company identity. From being a manufacturer of hardware, which was becoming increasingly advanced and consuming more and more power, IBM decided to redefine itself as a service company.

From that day on, the main objective of the company switched from the production of advanced computers to software and service.

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Employees give tips on saving energy
Over the past few years, IBM has taken yet another step in the fight against energy gluttony by launching a new strategy entitled A Smarter Planet. The strategy has made IBM an energy saving consultancy. This involves, among other things, the training of IBM's employees to become expert energy advisors.

They advise, for example, on how a company’s products and services can support a green profile. This is done by charting the company’s impact on the environment, from production and day-to-day operation to recycling and the customers’ attitude towards the company’s products and services.

Denmark is a test country for the development of IBM solutions under the Smarter Planet strategy. The test solutions are aimed at the energy sector in particular. IBM Denmark is involved in the development of IT solutions which can optimise production, distribution and energy consumption.

Electric cars need to be intelligent
As more and more attention is being directed towards the CO2 problems caused by power consumption, an increasing number of companies have begun to demand solutions which help to save electricity.

IBM is currently working with the Technical University of Denmark (DTU), the Danish Energy Association and DONG Energy on a research project, for which IBM will develop the software that will be used to make electric cars more intelligent, i.e. to enable them to recharge at the times of day when the power in the Danish grid comes from wind turbines and is therefore CO2 neutral.

^{The case was updated in January 2010}