Like the US-based Green Grid, the British Green Technology Initiative says it will be a source of information for customers about ways to reduce data center energy consumption, and hence carbon footprint.

This is not about offsetting or costly restructuring; it is about tackling the core problem and successfully reducing energy consumption in IT, said GTI founder Dan Sutherland.

Founding members of the GTI include Cisco Systems, Global Crossing, hosting services provider Carrenza, electricity supplier EDF Energy, Global Crossing and Saatchi & Saatchi Interactive.