Oct. 30, 2007 Sun Microsystems has joined forces with AMD, Hitachi Data Systems, APC-MGE, and Wipro Infotech on a new industry initiative to help business customers boost IT performance while using less power, space, and energy.

The alliance will educate customers on technology infrastructure, practices, and methodologies that can help them cut costs, use less space, improve performance and efficiency, and green their business on their own.

Each consortium member aims to contribute according to its expertise. APC-MGE will focus data center infrastructure architecture as a potential solution to address power and cooling issues. AMD will offer its energy-efficient computing technologies to help customers reduce business energy costs. Hitachi aims to reduce power consumption and improve IT efficiencies through its green storage solutions. Wipro will provide customers options of scalability in system integration.

The consortium is part of Sun Microsystems' new Eco Innovation Initiative, designed to enable customers find new ways to cut costs nd boost energy efficiency in the data center.

"In the context of power and energy consumption, doing more with less is the new diktat for the corporate world," says Mike Douglas, head of field marketing at Sun Microsystems. "One can no longer separate the environment and the business. Today what's good for the environment is imperative for business, especially a technology-driven business."