At DataBox, We Know Best How Success is Measured

The data center industry in the European Union is placing increasing focus on energy efficiency in order to ensure sustainability and reduce environmental impact. Data centers with scalable and flexible design will be recognized as leaders in the industry.

Data centers are a critical infrastructure for technological development. This is evident in the growing number of Croatian companies seeking to store data and applications in the public cloud in order to increase data security and availability. As a result, DataBox, as the leading data center in Croatia, has recorded significant business growth in recent years. However, as the demand for data processing increases, so does the demand for energy. Energy consumption has therefore become one of the key performance indicators for data centers.

How energy consumption is measured

In the European Union, the data center industry is increasingly focused on energy efficiency to ensure sustainability and reduce environmental impact. A key metric in this context is PUE, or Power Usage Effectiveness, which measures how efficiently a data center uses electrical energy. The closer the PUE value is to the ideal of 1.0, the lower the energy loss and the higher the efficiency.

The quality and efficiency of computing equipment also play an important role, as newer technologies often require less energy for the same volume of data processing. Innovations in cooling systems, such as the use of outside air for temperature regulation, contribute to maintaining optimal operating conditions while reducing energy consumption.

The European Union has recently introduced guidelines requiring data center owners and operators to report energy efficiency data to a centralized European database. This reflects the strong focus on sustainability and efficiency across the industry.

What this means for data centers

The use of renewable energy sources will soon become standard practice, and data centers that adopt these strategies will play a key role in reducing environmental impact. Facilities with scalable and flexible designs that allow expansion without significantly increasing energy consumption will be recognized as industry leaders.

Our Chief Executive Officer, Filip Olujić, shares his perspective on this topic.

“With clearly defined energy policies and long term strategies for reducing consumption, data centers are becoming more cost efficient and are actively contributing to a sustainable future. They play a key role in shaping a sustainable technological future. Through these measures, the industry not only protects the environment but also ensures its long term relevance and resilience,” said Olujić.

How AI impacts energy consumption

It is increasingly difficult to discuss technology without addressing artificial intelligence, which is also transforming data centers. Olujić explains its impact:

“First and foremost, it will significantly increase power consumption per square meter and per rack within data centers. When deploying IT infrastructure required for AI technologies, we are already seeing figures of 20 kW per rack compared to the previous 5 kW. In international markets, figures of up to 100 kW per rack have been mentioned for NVIDIA’s Blackwell platform.”

In practical terms, data centers that want to remain competitive will need to invest in specialized infrastructure and technologies to provide optimal conditions for AI workloads.

How DataBox approaches this KPI

Our plan is clear. We aim to provide top tier technical capacity, security, and reliability, which are already recognized as our strengths. At the same time, we place strong emphasis on energy efficiency and environmental responsibility. This KPI remains a top priority at DataBox.

Data centers create value through efficient energy management, long term sustainability, and fast service response. However, highly available infrastructure with minimal or no downtime remains the primary KPI for our clients.