The Page 7 citation leads to:
The G-Cloud framework *is* procured through the OJEU process (every 6 months, hence we are on G-Cloud III now - see the official notice here: http://ted.europa.eu/udl?uri=TED:NOTICE:14199-2013:TEXT:EN:HTML&src=0). Once a framework has been established, public sector organisations can procure from that framework without the need for OJEU (because the suppliers on that framework have already been through the process). Page 7 of the document you quote has the relevant guidance (note that a mini-competition can be run by the buyer against the framework).
This is exactly the same as any one of the 104 framework agreements that the Government currently has in place (see: http://gps.cabinetoffice.gov.uk/i-am-buyer/find-a-product-or-service). Also note that this isn't just the UK - in 2010, 21,500 framework agreements were awarded across the EU (see: http://ec.europa.eu/internal_market/publicprocurement/docs/modernising_rules/cost-effectiveness_en.pdf)
22 May 2013 15:38
There may be all sorts of problems with Whitehall's cloud computing strategy but so flagrantly infringing OJEU that even DMossEsq can spot it doesn't seem to be one of them.
Framework Agreements - These can be used for repeat but irregular purchases for example stationery supplies, legal services, building repairs. Generally they are of no more than four years’ duration. There are four main types, single-supplier, multi-supplier, single user, multi-user. Suppliers are selected following an initial OJEU notice, in the case of multi-suppliers (no less than three) subsequent mini-competitions are used to select winning contracts. The same selection and award criteria used when setting up the framework agreement must be used when procuring services from this agreement. Provided the agreement is compliant with these requirements, pre-existing framework agreements may be used to select suppliers to the project. Contracting Authorities utilising a framework agreement need to ensure that they are eligible to make use of it and that the framework agreement has been properly established
Updated 12:04 p.m.
That is the case, at least, as long as you first agree that arranging to host the entire public administration of the country in the cloud is like making "irregular purchases for example stationery supplies, legal services, building repairs".
Take an example. See Skyscape bags biggest deal on G-Cloud EVER. Skyscape will be hosting the heir to the Criminal Records Bureau. How much like ordering the paper clips is that?