Dear Al Gore

Dear Al Gore, 

Congratulations on your new job at Kleiner Perkins. I think your continued investment in “clean technology” will be successful in so many ways. Kleiner Perkins is the perfect partner; after all, they helped me create my own clean technology company back in 1998. 

Almost ten years ago, I built a company that allows software companies to digitally deliver software and licenses rather than shipping pallets of CDs, boxes of manuals, and truckloads of packaging. Now, I must admit that I wasn’t just thinking “green” when I did this (maybe some green in my wallet), but I did consider that concept as well as other things like efficiency and amazing returns on investment. We quickly recognized that we could build a company that could eliminate many layers of distribution, production costs, returns, warehousing, and personnel. Thank you Mr. John Doerr for sharing that vision. 

Nine years later, our customers can release version 2.0 of their software and their customers don’t have to throw away version 1.0. Our customers can “ship” a bug fix that doesn’t result in the creation of five million CDs. That’s sustainable development; fuel that isn’t burned, landfills that aren’t packed, and waste that never gets created. 

We have come far, but we’ve got along way to go. This morning I went into my daughter’s room and discovered that she had bought the new operating system from Apple. I was more upset about the packaging than learning that she had charged it to my credit card. It came in a cardboard box with protective stuffing. The software box was pretty slick with a shiny X on it. Inside the box were a manual, jewel case, and CD. 

Yesterday, we received 99 boxes like this at our office of software that we had already downloaded to keep our systems in top form. We called and asked why they had sent them “Oh sorry,” was the reply. “It’s just our systems. You can ignore them and throw them in the trash.” How much waste did this create beyond our company? How long will it take to make up for that damage to the environment? Is this happening everywhere?  I’m guessing the landfill numbers, gas consumption, and production waste behind physical software is reaching epic proportions.

Old habits die hard. The behavior behind not going digital is tainted by a few poorly thought out strategies. There is a belief that “the box” is a branding opportunity. “The box” represents a better way to get to retailers and a better way to get product accounted for even if it is not yet sold. I hear other reasons why technology companies can’t shake the physical shipment habit: “Our customers are not requesting that,” or “we don’t have a budget to make the transition.” 

I realize that there is an argument for physical distribution. I can understand the political dilemma faced by music and movie producers. Because Apple has created a pricing structure that gives them more power than either the producers or creators, many producers are waiting to go digital until there is parity in that supply chain. Companies like Wal-Mart still receive a large percentage of their revenue from physical shipments and do not have a way to convert to digital delivery, yet. 

Over the past decade, I have not wavered my commitment to create a digital world.  Fortunately, I had a lot of help.  I tip my cap to many who were quick to change and helped push our company to profitability.  Their drive to become green companies would make you proud. 

But we’re only in the first inning here. More change is needed. And frankly, Mr. Gore, we could use your help. 

Sincerely, 

Peter Jackson

Intraware, Inc.

Tags: Al Gore, CDROM, green, software