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Nowadays the general interest on Cloud Computing as a technical and business solution is growing. The pool of available cloud applications, services and platforms is increasing leveraging new features for the cloud assets provisioned to the end user. This massive amount and divergence of cloud features across the cloud stack layers introduces considerable management overhead to the various stakeholders for the effective management of both the offered products and the system itself. In this paper we focus on the challenges arise for providing dynamic elasticity management as one the fundamental features of Clouds. To this direction, we introduce the concept of Elasticity as a Service and present a generic, service-oriented framework capable to fulfill, in a personalized manner, the elasticity management needs of any cloud environment and cloud-enabled application.