Yes indeed, it is the embedded system (hence embedded software developer) who determines the policies of sending data to the AirVantage M2M Cloud.
And we have server-side APIs to allow data retrieval/commands exchange between back-end servers as well.
I recommend you browse our Developer Zone and look into the tutorials if you want to know more about the APIs.
Depending on the embedded target you are considering (OpenAT-based, ALEOS-based, Linux, etc.), you might find several interesting tutorials/code samples in the ‘resources’ section
And also, if you want to do asset data manipulation, I recommend you look into the more recent AirVantage 4 version (the screenshots you have are extracts from the previous version)