Last week’s Data Center Dynamics (DCD) Conference in New York City was eye-opening.
For starters, attendance had more than doubled since last year’s event, making it the largest audience the conference had ever seen. That growth isn’t surprising. The energy, infrastructure, and data worlds have collided under the weight of AI-driven power demands, creating chaos and a plethora of challenges in the U.S. market.
But with disruption comes big opportunities for vendors and operators to step up with real solutions. HPL’s latest study, "Who’s Owning the Conversation?," analyzing over 35 companies spanning data center operators, cooling technology vendors, and network service providers, reinforced just how much room there is for companies to take control of their brand narrative.
First, let’s chat about the challenges we witnessed at the conference.
Challenge #1: Uniformity and No Differentiation
Walking through the conference, I spoke with a lot of smart, ambitious people who were leaders at cooling companies, managed services providers, and other data center vendors. However, I noticed a consistent problem: their messaging all blurred together. Apart from minor product variations—some with overly complicated explanations—there was little to no distinction between them. Many of these companies have raised tens of millions in funding, but they haven’t figured out how to articulate a clear, compelling value proposition that gives them a competitive edge.
Challenge #2: This Particular Marketplace is Loud and Hard to Break Through
Whether your company is at a data center trade show, on social media, or pitching trade media, breaking through is harder than ever. Our study showed that nearly 90% of the cooling companies we analyzed generate fewer than 500 pieces of coverage across key platforms, leaving the digital space dominated by a select few. If you’re not actively shaping the conversation, you’re invisible behind those who do.
Challenge #3: You’re Never Going to Stand Out Unless You Change Your Approach
The biggest takeaway from the conference was that if you’re not investing in brand strategy (which includes unique and consistent messaging), you’re already behind. Many of these companies haven’t done the work to define and communicate what makes them different. In an industry moving this fast, that’s a serious problem. Even the largest providers are struggling to take ownership of the conversation.
However, the good news is that there are opportunities ahead:
Opportunity #1: No One Has Taken Ownership Yet
Despite all the noise, the space is wide open for a company that’s willing to own its story and tell it well. The market is still young, and right now, most brands are whispering – if they’re speaking at all. According to our findings, just two of the cooling providers we analyzed earned more than 50% positive sentiment, largely due to lack of volume. These results reinforce the notion that those who step up with strong and strategic messaging have a major opportunity to lead.
Opportunity #2: Everyone is Looking for the Right Partners
I sat in meeting after meeting with leaders searching for partnerships and solutions. They need partners who can provide cost-effective options, fresh perspectives, and new ways to solve problems. They know they need help, they just don’t know where to find it. That’s an enormous opportunity.
Opportunity #3: We’re Just Getting Started
The momentum we saw at DCD NYC is just the beginning. The demand for AI-driven infrastructure isn’t slowing down, and neither is the need for brands to differentiate themselves. Those that take control of their story—clarifying their value proposition, refining their messaging, and ensuring they stand out in a crowded landscape—will be the ones leading the conversation in the years to come.
For those looking to break through, the right agency partners can provide the strategic guidance needed to shape and own the conversation. At HPL, we’re excited to be helping vendors and operators navigate these very issues.
The question isn’t whether the market will grow, it’s who will own it. Now is the time to make that decision.
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