Software resellers hoping that the shift to the cloud will happen at a pace slow enough to enable them to enjoy a few more years of the on-premise model have been given fresh warnings to adapt their businesses.
Following the speech from Microsoft CEO Steve Ballmer earlier this week in London the vendor's UK channel team have been putting the message into a local context encouraging resellers to get involved in the cloud.
Clare Barclay, director of partner strategy at Microsoft UK, said that the vendor was leading with the cloud and expected its partners to follow that lead.
"If they do nothing it is not as if the business will close overnight but there is more growth in the cloud," she said.
"Business has picked up since the recession and the market is evolving and we want our best partners to be on the vanguard of that change," she added.
Ballmer spoke earlier this week about the way the cloud was expanding and although the vendor provides a blended software plus services approach using on-premise models it has recognised that the world is fundamentally changing and putting its investment into hosted software.