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Deep Dive: Aron Brand, CTO, CTERA

What do you currently identify as the major areas of investment in your industry?

Besides the obvious trends toward security and cost efficiency, there is one emerging area which I think will become much more prominent in the following years. With environmental awareness growing globally, sustainability is becoming a major element of investment in the IT industry. We are seeing IT teams put in place sustainability programmes with the goal of decreasing energy consumption, minimising electronic waste and reaching carbon neutrality. Migrating to the cloud is one of the simplest ways to achieve this, as cloud providers that have been investing in clean energy are benefiting from economies of scale and are able to pool resources to reduce waste. I expect to see more products and services that help companies to measure and optimise the carbon footprint of their IT infrastructure.

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