The sun always rises

But are these programs enough? I don't think so. Large U.S. telcos are well-known for launching grandiose, multibillion-dollar projects (with ill-conceived names) to address big issues and solve big problems: 6 billion bucks for Project Pronto, another 6 billion for Project Lightspeed, 18 billion and counting for FiOS. These programs purport to transform the telcos' networks to broadband, but in fact, they'll deliver broadband services to only a small portion of the telcos' customers. And the telcos' financial returns on these projects are farther in the future than some science fiction.

What we need are some grandiose projects to reduce the energy required to operate telco networks. How about a goal of reducing telcos' total energy consumption by 20%? How about putting public policy mandates and regulatory incentives in place to require it?

For example, what about a nationwide program to put solar power systems on the roofs of all COs? Aw shucks, why not remotes and cell sites, too? The sun always rises, and sunshine is free. Once the cost of the solar equipment is covered, the power is free. Forever.

Large telcos need to lead the charge on this. There's nothing like a big, fat, grandiose request for proposal to make suppliers scramble and drive down the costs. Let's get it done.

Let's call it “Project Light Rays.”

Kermit Ross is the founder and principal consultant for Millennium Marketing.