Speaking at the Google "Data Center Efficiency Summit" yesterday, server designer Ben Jai showed off one of their data centers and custom web servers. To the audience's surprise, each server features a 12V battery as a backup should any problem occur with a main power source. They also learned that their data centers are housed in standard shipping containers packed with 1,160 servers and a power consumption that can reach 250 kilowatts.

Essentially, the major advantage with Google's servers are that they are way ahead of the curve when it comes to energy efficiency. Jai notes:

Large UPSs can reach 92 to 95 percent efficiency, meaning that a large amount of power is squandered. The server-mounted batteries do better, Jai said: "We were able to measure our actual usage to greater than 99.9 percent efficiency."

To put that in perspective, right now Google is reaching levels of efficiency that the EPA hopes will be attainable in 2011 using "advanced technology." That's pretty extraordinary, but one has to wonder why Google is unveiling this now. Officially they feel that opening up will help other businesses in a dire economy focus more on efficiency—although Jai noted that Google was already on it's 6th or 7th generation of the server design, so my guess is that they are confident that they will remain ahead of the curve. Check out CNET for the full details. [CNET]

LG launches its third Black Label Series handset

London, UK, 24 April, 2008 - LG Electronics, a worldwide technology and design leader in mobile communications, today announces the global launch of its third LG Black Label Series handset, the LG Secret (KF750).

Boasting style that lasts, the LG Secret has been specifically developed to satisfy the refined tastes of trendsetters who desire a sophisticatedly designed, yet durable handset. Following the success of its predecessors, the LG Chocolate and the LG Shine, this third model from the LG Black Label Series is as feature rich as it is stylish. At just 11.8mm thick, the LG Secret is the slimmest 5 megapixel camera phone on the market.

Skott Ahn, President and CEO of LG Electronics Mobile Communications, says, "Trends in the mobile phone market prove that today's discerning consumer is looking for the ultimate mobile experience - style and substance. The great success of the previous LG Black Label Series models proved this and the LG Secret continues this style led technology legacy."

Timeless style
The LG Secret will always look as new as the day of purchase thanks to the materials used to make it. Its casing of carbon fibre, one of the strongest composite materials used for aircraft and high-performance cars, adds to the handset's durability. Its tempered glass LCD adds sheen and strength, as well as shielding the phone's screen, and its neon touch navigation buttons sensitively respond to commands with a luminous blue light.

Timeless memories
As well as being the slimmest 5 megapixel camera phone, the LG Secret boasts the ability to take video at 120 frames per second and DivX certified recording. Timeless moments can be edited with powerful photo and video editing features, including facial editing and SmartLight , a feature that automatically adjusts the picture's light settings. Users can also create their own music videos using the phone's Movie Maker software.

Timeless entertainment
The LG Secret's outstanding entertainment features take advantage of the phone's touch-screen - users can access five multimedia functions which include music, photos, games, documents, and the FM radio. In addition, users can simultaneously flick through photos on the screen while listening to music. Microsoft documents can be opened easily and the handset is loaded with a Google package that enables the user to surf the Internet, log into Gmail, use Google Maps and watch YouTube videos.

Timeless convenience
Using Bluetooth, the LG Secret automatically synchronises with PCs without the need to use USB cables. Images can be viewed both horizontally and vertically using the phone's auto rotating display, and the screen's lighting adjusts to ensure that it is always clear. In addition, the phone also comes with Voice Clarity technology that guarantees perfect sound quality in every environment.

After its European launch, the LG Secret will be launched in Asia and South America, followed by the rest of the world. Please visit the LG Secret Microsite at http://secret.lgmobile.com

I guess those shelves can hold gadgets, too.–Brian Lam

Woodfold Bookcase Doors [via Uncrate]

So, it's likely that the Chiat Day Los Angeles campus houses the greatest concentration of Apple secrets outside of Cupertino. (And the sweatshops, but we won't talk about that.)

How does that stuff go unleaked?

The agency has a separate building dedicated to Apple ads that even regular Chiat employees can't get into— The Media Arts Lab. Not many have seen the inside of the shop, but considering the other, main building is decked out with an old Nissan (they're a client) on the floor, a meeting room table made of surf boards, a bastketball court in the middle of a sea of cubicles, and a freeway billboard over the lunchroom. So, I have to wonder how rad the inside of the Apple building is. We'll likely never know. The creative staff that works on the project has never been connected to any leaked info, and access to the building is probably manned by a guard, 24/7. I do know for a fact that a fingerprint swipe is required for entry. I don't know where Chiat did their Apple ads before this building was put up, and I don't know if this was made on Steve's request. I don't know much about it, except the building was dubbed the Media Arts Lab in May of this year, although I suspect the building's been around longer than that.

Some audio website revealed that the studio has "three Final Cut edit bays, a Pro Tools HD surround studio and a complete machine room with the Apple Xsan fiber network at the hub."

But who cares about the gear. Right now, I'm dreaming of a concept room with three dozen concept ads for the iPhone draped across a ginormous wall of longboards. Only those creative directors, the production people, and a handful of janitors know what's going on in there for sure. –Brian Lam