Great success story from Australia of Macquarie Telecom switching from HP to Sun severs.  One of key reasons for Macquarie Telecom to swith to Sun is the ability to reduce its carbon footprint by slashing its carbon dioxide emissions by 600 tonnes per year by switching to Sun's eco friendly servers. 

What I think is key in this storey is that the response of Macquarie Telecom was consumer driven.  The consumer was looking to Macquarie Telecome to reduce its carbon emissions and the company wanted to show to its consumers that it was serious about reducing its carbon emissions and adressing it IT model was a quick win to reduce its carbon footprint and Sun provided the solution.  The company now has a good storey to sell to its consumers and it looks serious about climate change.

This is compelling and a key competitive advanatage for Sun.    Sun is well positioned to not only offer a solution to a company to reduce its own costs by using eco friendly servers, but to meet customer expectations that a company is reducing its carbon emissions.