Sobel said there are three basic business models for solution providers looking to take part in the cloud. One is the referral model, where the customer billing is done by a the provider of a cloud service. Another is the white label model, where the solution provider cobbles together multiple third-party services to build a unique offering for customers and handles the billing. A third option is for VARs to utilize the white label model to resell services provided by others.
"There are a lot of subtle variations, but in the end there are these three models," he said.