[Ict4devwg] lobal PC makers vying for "Green" crown

[Vern Weitzel]

http://www.reuters.com/article/GCA-GreenBusiness/idUSTRE55B63Z20090612?sp=true

Global PC makers vying for "Green" crown

Fri Jun 12, 2009 5:33pm EDT


By Gabriel Madway

SAN FRANCISCO (Reuters) - Personal computer makers are increasingly prioritizing 
"green" strategies, creating a pivotal point of competition for customers that 
are becoming more attuned to their financial -- and societal -- benefits.

Analysts say going green has become a business plan unto itself for the 
industry's heavyweights: a way to stand apart from rivals, win over a growing 
segment of environmentally conscious consumers, and shore up branding worldwide.

The three major U.S. computer vendors -- Hewlett-Packard Co, Dell Inc, and Apple 
Inc -- argue that customers glean real benefits, for example lower power 
consumption in green-certified display screens.

"It's really a green arms race, in which they're trying to one up each other," 
said John Spooner, an analyst with Technology Business Research. "The good news 
is they're all working in this direction and that's going to benefit themselves, 
their customers and the environment."

Analysts point to certain efforts -- such as Dell's recycling program, Apple's 
moves to remove toxic raw materials, and HP's actions around packaging -- as 
areas of success.

But the IT industry still accounts for an estimated 2 percent of global 
emissions of greenhouse gas carbon dioxide.

Consumers might have trouble picking out just who among the PC makers are making 
the right moves: Dell says it aims to become the "greenest technology company on 
Earth"; Apple lays claims to the "greenest family of notebooks"; and HP stresses 
it has a long tradition of environmentalism as well as the market size to effect 
change.

TBR recently ranked Dell No. 1 out of 40 technology companies on corporate 
sustainability. But a recent Greenpeace report ranked Apple best among the major 
PC makers.

While there are differences between the three in areas such as materials, PC 
power usage and recycling and packaging, analysts and environmental groups say, 
the green agenda is profiting from the competition between them.

Campaigns by interest groups like Greenpeace to praise or tweak PC makers have 
been particularly effective.

"Companies are realizing that consumers do use these environmental 
considerations as tiebreakers. It does help differentiate their products," 
Forrester's Sally Cohen said.

Around 70 percent of companies surveyed in a recent report by Forrester Research 
cited product differentiation -- the desire to stand out -- as a business driver 
for their environmental strategies.

"It has struck a chord with consumers, businesses, stakeholders and NGOs," said 
Eric Lowitt, a research fellow at Accenture.

In interviews, Dell and HP -- while each asserting leadership -- downplayed talk 
of competition. They pointed out that any good sustainability strategy must be 
comprehensive, and span the company, right down to its supply chain.

Some analysts say what may be more important than companies' actual green 
initiatives -- often highly technical -- is their ability to communicate them to 
the market.

Tod Arbogast, Dell's director of sustainable business, said there is actually 
some collaboration around green initiatives.

"I don't think we've reached the tipping point yet, I think we'll continue as an 
industry to innovate, challenge one another to go further. faster on these 
efforts," he said.

Bonnie Nixon, HP's director of sustainability, said green practices should be 
integrated throughout the company.

HP's "commitment has really been there, certainly through the 90's and the fact 
that society is really focusing on green right now is great. We're in an 
industry that can truly demonstrate" environmental leadership, she said.

(Editing by Edwin Chan and Tiffany Wu)



-- 
Vern Weitzel (Mr.) BSc, BA, MA, M Env Man & Dev
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