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The channel needs to be talking about the cloud now rather than waiting on the sidelines before putting together a coherent pitch for customers.
Along with its forecasts of a £6bn UK cloud market by 2014 the analyst house TechMarketView has sounded a warning to cloud suppliers.
"It's completely clear to us that every software and IT services supplier must have a cloud story - now!" it wrote on its website.
It added that the "cloud market is moving faster than almost any other 'next big thing' we have seen".
TechMarketView has just taken the wraps off its cloud research revealing that it expects it to grow from around 10% of the software and IT services market this year to 15% by 2014, which is a 26% compound annual growth rate.
There has been some disagreement among vendors in the speed with which they need to shift their channel over to selling the cloud.
With recent findings from MicroScope and IBM indicating there are plenty of resellers prepared to wait before committing to the technology.
But with Microsoft urging its partners to embrace the cloud when Steve Ballmer pitched up in London at the start of October building on a message it also gave repeatedly at its partner world event there is a momentum gathering in the vendor community.