"One of the things our cloud offering provides is complete customization. That seems to have been a challenge for many companies," says Hoffman. "If you go back 20 years ago and everyone touted source code that is what we have available for the cloud." Hoffman says TIW is also providing a regular 40-percent margin "not a finder's fee" for resellers that sell Alere Cloud. If they qualify for the company’s performance-tier dealer level, they can get a 50-percent margin. VARs can choose to host the system themselves or have another company perform that task. If they host the system, they can get another part of the revenue stream.