6 ways data centres can challenge public perception, according to Lex Coors
Data centres continue to be misrepresented and misunderstood, according to Digital Realty’s chief datacenter technology and engineering officer, Lex Coors.
Taking the stage for his closing keynote speech at Datacloud Energy Europe last week, Coors explained that the industry is currently wrestling with a “perception gap” and that, instead of megawatts, “digital value” should be the main message.
He shared the top things to remember about the data centre industry currently – where progress is being made and how it can be generated further.
Data centres: The story so far
The data centre industry prides itself on delivering essential services for banking, healthcare, social media, government, AI and more – but this, Coors said, is often overlooked.
“Societal function matters,” he said during his address. “Protestors are demonstrating against data centres, we should not ignore that nor blame the public.”
He added: “As an industry, we made a mistake ourselves. For many years, we proudly said: ‘we built another 200 MW data centre’ – but that is the wrong story. We are not just buildings; we are building the place where your [essential services] live.”
Coors explained how we are living through the construction of a totally new economic system, which means the responsibility lies with the data centre industry to enable predictability and consistency.
“Today, growth of the digital infrastructure is constrained. Not by demand – demand is unlimited, but by permitting, grid access and fragmented regulation,” he said. “Operators, hyperscalers and customers all say the same thing; we need decisions that are made in years, not decades.”
Coors’ six measures of success
Energy supply is another pressure point
According to Coors, the problem today is not total power availability but having power in the right place.
“Data centres cannot be built anywhere, they must be built where the fibre lands, where submarine cables arrive and where terrestrial fibre highways run,” he explained. “This is where highly connected campuses form the on-ramps and off-ramps of the hyperscale cloud.”
This, he explained, is why the EUDCA is co-leading the grid integration programme with ENTSO-E, supporting the data centre industry’s need to become grid participants.
“We are no longer just power consumers,” he added. “Future data centres may need to operate differently – providing flexibility, stability and instantaneous support through on-site storage.”
He added: “We also believe the first and most logical step for grid flexibility.”
Water usage
Water usage is another area where perception and reality are not always aligned in the data centre industry, Coors explained. He suggested that more than 90% of the data centre industry across Europe has committed to stay below 0.4 litres of water per kWh, under the terms of the Climate Neutral Data Centre Pact.
“That effectively eliminates traditional cooling towers and limits water use to very efficient adiabatic systems,” he said. “Many operators are going even further. Adiabatic cooling is only used during the hottest hours of the year – sometimes only a few hours per day in summer.”
Heat reuse
Often referred to as a missed opportunity for data centres, Coors said that heat reuse is another area where the industry is now working together to make it more of a reality. Under the EUDCA, alongside Euroheat & Power, Open Compute and the Net Zero Carbon group, he said the industry is development a marketplace model.
“Data centres make heat available. District heating networks can take it when they need it,” Coors said. “Not theory – real infrastructure cooperation.”
Efficiency and reporting
The European Union is now moving forward with new requirements – reporting rules and possibly a labelling scheme in this area. Coors suggested this could become a global model, with regional differences based on climate.
“It makes sense. A data centre in Finland should not be measured the same way as one in Spain,” he said.
Energy supply
When it comes to energy supply – nuclear and SMRs in particular, plenty of companies across the industries are starting to invest in these solutions as a sustainable alternative for the future.
However, Coors said there is a danger of progress being hindered because processes are too complicated.
“Europe is not helping itself. There are too many designs, national programmes and too much competition inside the European Union,” he added. “If we want success, we need one programme. One shared investment. Shared benefit.
“That is how Europe becomes strong.”
AI demand
AI continues to be transformative across the industry and disrupt the global technology industry. Just a few years ago, Coors said GPU cooling required 16 to 18 °C water supply temperatures. Today, the same vendors are asking for 35 to 40 °C supply temperatures.
“That changes everything,” Coors said. “It may reduce compressor cooling and increase efficiency and create the perfect conditions for heat reuse – because the outlet temperature now reaches 50 to 60 °C. Exactly where district heating needs it.”
Confronting perceptions and fuelling success
The data centre industry is one that faces many reality checks. But for Coors, this leaves space for real transformation.
“We are learning to explain what we do better,” he explained. “We are learning to design differently – working with the grid, rather than against it – and building infrastructure for society, instead of just ourselves.”
He added: “If we do that right, the data centre industry will not be seen as a problem, but as what it really is; critical infrastructure for the digital age.”
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