On Thursday, Nevada-based R&D Technologies subsidiary Hostivia announced that the initiative is focused on improving data center energy efficiency. All future server deployments will use Intel, Supermicro, and Seagate components designed to use less power. The company estimates that new server configurations will reduce power usage by 30 to 40 percent.

"Going green is about more than just corporate responsibility, it's also good business," said Rob Tyree, Hostivia CTO. "As we researched green hardware configurations, we learned we can deliver more powerful and reliable hosting solutions while trimming off a huge portion of our energy usage. We reduce our negative impact on the environment, save costs, and meet an important ethical standard?this is a real win-win situation for our company and our community."

For the electricity that is inevitably consumed, Hostivia purchases it from renewable energy provider Nevada Power that generates a significant amount of its electricity using solar panels.

Hostivia is the latest company to jump on the green hosting bandwagon, but it has demonstrated clear green initiatives, contrary to what some critics may argue fall into the category of "Greenwashing," a superficial nod by marketers and businesses to environmentalism, adopting practices such as buying carbon credits or claiming that virtualization alone makes them environmentally friendly.