Demand for Data Puts Engineers in Spotlight

In Silicon Valley, the stars have long been charismatic marketing visionaries and cool-nerd software wizards. By contrast, mechanical engineers who design and run computer data centers were traditionally regarded as little more than blue-collar workers in the high-tech world.

For years, they toiled in relative obscurity in the engine rooms of the digital economy, amid the racks of servers and storage devices that power everything from online videos to corporate e-mail systems. Their mission was to keep the computing power plants humming, while scant thought was given to rising costs and energy consumption.

Today, data center experts are no longer taken for granted. The torrid growth in data centers to keep pace with the demands of Internet-era computing, their immense need for electricity and their inefficient use of that energy pose environmental, energy and economic challenges, experts say.