Hewlett Packard Enterprise's Integrity servers, IBM's zEnterprise systems and EMC's Ionix storage configuration advisor are helping drive the green data center market to new highs according to a new report.

Custom Market Insights' Green Data Center Market Strategy, Market Shares and Market Forecastssays worldwide data center markets are poised to achieve significant growth as the zEnterprise systems from IBM, new storage virtualisation from EMC and Integrity servers from HPE converge to make cloud computing a reality.

The market intelligence firm says the market, valued at US$31 billion in 2009, is forecast to reach US$69.7 billion this year.

Susan Eustis, lead author of the study, says new product sets are lending renewed vigour to existing product sets.

She dubs IBM's zEnterprise 196 a game changer for the data center, setting new standards for the data center market.

“With a zEnterprise 196 unit, processing is up to 60% faster than with previous systems,” Eustis says.

She adds that equates to a significant cost reduction.

“zEnterprise 196 is encroaching on every aspect of the data center computing environment,” Custom Market Insights says.

“It is faster, more efficient, able to manage implementation of mixed workloads, fully able to manage analytics, and driving new web-based Linux workloads.

However, it isn't just IBM singled out for praise, with Custom Market Insights noting that other vendors have ‘equally exciting announcements' for the data center.

“Hewlett Packard has breakthrough Integrity servers [and] EMC Ionix storage configuration advisor improves efficiency of storage change processes in virtual data centers,” the company says.