The Straits Times, July 29, 2009

By Alex Lim

Even as it generates power for mass consumption, Power Seraya knows the importance of running and developing a business that is sustainable and friendly to the environment.

As such, the power generating company is big on downsizing its own electricity consumption.

With its “virtualisation” software, Power Seraya can meet its information technology (IT) needs with just 10 physical data servers while projecting the capabilities of 100 servers virtually.

This has allowed Power Seraya to cut down its energy consumption in such activities by 75 percent, or some 310, 000 kwh of energy savings. Another way to measure this green practice is that Power Seraya has helped to avoid some 168 tonnes of carbon emissions annually.

“As a power company, we are mindful of our association with carbon, given the nature of our business operations,” says Mr. John Ng, chief executive officer of Power Seraya.

“As a responsible company, the management and the company’s board recognised that they would need to place greater emphasis on the environment in order to build a sustainable future.”

Power Seraya was awarded Best First Time Report and Best Sustainability Report in this year’s ACCA Singapore Awards For Sustainability Reporting, which was given out at the Singapore Green Summit.

Investment in virtual IT facilities is just one of the ways that Power Seraya goes green.

The company has also spent on emissions control equipment and clean burning co-generation plants, thus cutting carbon dioxide emissions by more than 30 percent and sulphur dioxide by more than 80 percent over the last decade.

In particular, Power Seraya’s $800 million investment in an 800 MW National Gas Combined Cycle Plant (CCP) will result in a higher proportion of electricity being generated from cleaner fuel sources and at a higher thermal efficiency.

This will lead to a further 10 percent reduction in carbon dioxide emissions from current levels when the plan is fully operational in 2010.

To help spread the green message among its staff, Power Seraya has also organised talks on the environment, while encouraging them to volunteer in environment-related activities

The company knows that the emphasis on sustainability requires a long-term commitment.

“Work on sustainability is not a one-off or short-term stint,” says Mr. Ng.

While it may seem like a long journey ahead, the company that embarks on a green journey can look forward to reaping the results eventually.

Mr Ng says: “There will be value to the company in terms of enhance brand equity, customer and talent retention and acquisition, better management of reputational risks, as well as greater operational efficiencies through optimal use of resources – all of which benefits for the company.”