Richard Davies is CEO for cloud service provider ElasticHostswhich recently launched a white label reseller programme where can partners make money in the public cloud model channel players looking to enter the cloud market. Here he writes the first in a 3 part series of articles for MicroScope on the growing cloud opportunity. You forgot to provide an Email Address. This email address is already registered. Please login. You have exceeded the maximum character limit. Please provide a Corporate E-mail Address. Please check the box if you want to proceed. Life in the channel is not as it once. Hardware sales are rapidly declining, margins are being squeezed into non-existence, while customer expectations continue to rise. From an infrastructure perspective, traditional server sales used to be a simple transaction, where resellers could bank on providing a reliable service van demand with healthy margins to support their businesses. Today, end-users are technologically savvy, the interne...