What is Profiting-From-Free

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.