Strategic Business Trends in the Context of Green ICT

Strategic Business Trends in the Context of Green ICT

Keith Sherringham (IMS Corp, Australia) and Bhuvan Unhelkar (University of Western Sydney & MethodScience, Australia)
DOI: 10.4018/978-1-60960-472-1.ch807


The adoption of Green ICT by business is far more than just the acquisition of low-carbon emitting solutions, green hardware and implementing software to switch-off computers in periods of inactivity. Although such changes are necessary actions, Green ICT is about a strategic business transformation in response to both markets and legislation because it is good for business. Such transformation requires a redefinition of business processes, a realignment of information exchange, integration of unified communication, and above all, changing the business model to align with evolving business trends and market opportunities. Beyond the marketing benefits that accrue to a business from the use of Green ICT, the adoption of Green ICT allows businesses to lower costs and improve service delivery, while simultaneously addressing environmental footprint. Operational gains and market opportunities are the business drivers to overcome the incumbency of replacing utility infrastructure and the knowledge worker assembly line that ICT provides to business. This chapter discusses aspects of the strategic business transformation associated with the adoption of Green ICT within businesses, including the significance of information exchange for green business operations.
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Green Ict Within Business Drivers

As discussed by Sherringham and Unhelkar (2008a), business responds to legislation, customers, market forces and costs (suppliers). Depending upon the nature of the business, the impact of changes in any of these areas can have major impacts on both the structure and dynamics of business.

Markets are often highly volatile and rapid response capabilities are the order of the day within business. Superimposed upon short-term markets are the longer-term trends that often require major business changes and restructuring to address. Therefore, Green ICT is set to play a key role in both the tactical short-term and in transforming businesses in the longer-term.

Customers often respond “in-the-now” (respond instantly and on an emotional basis) and bring significant influence to short-term actions within markets. The role of Green ICT for business in customer-terms lies in two key areas. Firstly the marketing power of green-credentials for a business (discussed earlier by Ginsbert and Bloom, 2004) and secondly as a tool for driving change to realise lower costs and improved customer service.

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