Or maybe they have a soft atm like BTC china came out with. Everyone with a cellphone can be an ATM machine!
This would devalue their original product and piss off previous customers.. I don't think they'd do this.
My guess is they are adding a feature(s) to their ATM via a firmware update to add an extra service. Long shot guess: You know those video game machines in bars people play I'm not sure why? Maybe they are releasing one of these that doubles as a Bitcoin ATM??
As far as extra services they can offer.. possibly something along the lines of a Bitcoin debit card??
These ATMs are usually ran by a Pi or something similar, so there are a lot of possibilities as far as adding any feature you can think of and program them to do.
I think the tricky part is finding a service that goes hand in hand with what a Bitcoin ATM was originally designed to do. IE. It seems stupid to play video games on an ATM...