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THE DATA CENTER JOURNAL | 21 Other modern cooling technologies cut energy and water use and reduce the use of greenhouse-gas-causing refrigerants. WHERE WILL THE MARKET GO FROM HERE? A noteworthy data center trend is the industry's expanding U.S. footprint. e hot spots of North- ern Virginia, Dallas-Fort Worth and Northern California continue to hold the MW lead. Atlanta and Montreal, however, are becoming contend- ers. Until now, Atlanta had been a relatively underserved market for data center facilities. We're seeing mar- ket momentum from both tenured operators and newer additions to the scene. Up north, major cloud provid- ers entered greater Montreal in the first half of 2017. Why? Demand for cloud services has reached across the U.S. border, thus requiring facilities to service the Canadian demand. What does all this mean? e data center industry is in the midst of continuing growth in the primary hub markets as well as lesser ones. At the same time, leaders are also in the midst of determining how to manage the many new emerging opportunities. How the game changes will depend on which players can be most strategic in balancing the need for growth with the careful consideration that must accompany any major new field of opportunity. Successfully achieving that balance could help data centers deliver more capacity, more efficiently. And that's the real prize. n About the Author: As managing director and co-leader of JLL's global Data Center Solutions practice, Bo Bond has 24 years of real-estate industry experience. His knowledge of technical issues, infrastructure and labor assessment has allowed him to develop the unique skills required for mission-critical data and contact center requirements. He helps clients meet their objectives for tenant and owner representation, investment sales and acquisitions, leasing and development of unique data center and contact center assets. Bo has negotiated real-estate transactions representing 20 million square feet of space across the United States. PRT_half-page_Final_OL.indd 3 5/15/17 8:23 AM

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