RedMonk announced today that it is expanding into Greentech, including areas such as cleantech, Energy Demand Management, and sustainability. The new business line will be manned by James Governor and newly recruited RedMonk analyst Tom Raftery.

New business line: Greenmonk

Greenmonk offers advisory services to help a range of organizations better understand how sustainability issues will affect them.

Currently, Greenmonk is focusing on:

• Energy demand management (working on the demand side of the equation using sophisticated IT marshalling techniques)
• Publish and subscribe power networks
• Social change through social media for better environmental outcomes

"We want to help vendors market more effectively, enterprises to save money and build better alignment between management, business and staff, and individuals to feel they can make a contribution to the huge challenges we all face," writes Governor at the Greenmonk blog.

Governor continues at his Monkchips blog, "Greenmonk is going to look at how technology is applied: how can we use what we have learned in IT to improve energy consumption in the broad sense. We talk about workload management in IT, but don’t re-apply the discipline to our use of energy except in exceptional cases, such as IBM’s customer Delaware Electricity."

Tom Raftery

Tom Raftery joins RedMonk as an industry analyst focused on Green tech and sustainability. He is an award-winning communicator, blogger, podcaster, social media consultant and serial entrepreneur. He has been contributing to the Greenmonk blog, as well as writing his own blogs, LowerFootprint.com and Tom Raftery's Social Media, and speaking about Green IT at international conferences.

Prior to joining RedMonk, Mr. Raftery co-founded and served as a director of Cork Internet eXchange, a hyper energy-efficient data center. He also worked as a social media consultant, advising companies on using Web 2.0 technologies for brand engagement, improving communications, and knowledge management. Earlier, he was co-founder and director of Zenith Solutions Ltd., a web applications development company. Throughout the 90's, he worked for a number of companies at Group IT Manager/CTO level.

Tom Raftery holds a Ph.D. in Plant Science.

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