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Using a multi-agent social simulation model to predict the behavior of cloud computing markets, Rogers & Cliff (R&C) demonstrated the existence of a profitable cloud brokerage capable of benefitting cloud providers and cloud consumers alike. Functionally similar to financial market brokers, the cloud broker matches provider supply with consumer demand. This is achieved through options, a type of derivatives contract that enables consumers to purchase the option, but not the obligation, of later purchasing the underlying asset - a cloud computing virtual machine instance - for an agreed fixed price.
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