All around the world ( but particularly in APAC ), rising real estate prices , component costs , and concerns over sustainability are pushing data centre industry growth in the direction of emerging markets . “ There has been a noticeable shift from industry players to ride the next wave of growth in non-traditional markets ,” said Ralph Davidson , Head of Regional Industries at JLL , in a recent report . With cloud traffic in Asia alone expected to soar by 150 % over the next few years , and the demand for digital infrastructure in underserved metropoles expected to boom along with it , the future of data centre industry growth indisputably lies in its emerging markets .