I believe they work with system integrators (partner network) to install and maintain Nethesis solutions (real hardware). Obviously they are doing a good job with their partner network. Hence the partner meeting etc. And I guess Italians can communicate the best in Italian 
Anyway, I don’t believe there is a business model other then working with traditional system integrators, where as I am e.g. a private cloud provider.
I would like to see more attention to hosting solution opposed to on premises solutions, for it all depends on availability of stable and wide bandwidth (which in Europe may vary per country). DE, NL, BE, DK, SE, FR have plenty of that, so the market (expectation) is different. "Why on premises and have the hassle, just get it out of uour private cloud. Solves a lot of problems and reduces traffic