There is a book called the Blue Ocean Strategy ( Renée Mauborgne, W. Chan Kim) which Iwata said lead into developing the Wii console.
I have the book, it states that competition is not the way to go, instead of fighting for a market that big players want, a company should do something that no one else is doing and getting a new market where there is no one playing yet.
So, I guess the NX is that once again, trying to build something new in terms of audience instead of fighting the big sharks.
That said, the WiiU also was trying to do that, and it failed miserably. I myself have a WiiU and the only game that I love in the system is the launch title ZombiU. I guess there are some good titles out there, but it is somewhat lackluster and it is hard to deny that.
So, it seems like a good idea: Nintendo will try to get the convention goer gamers, the handheld crowd, these people ALL have 3DSs and they carry them in their proverbial backpacks in their little conventions. So, the handheld aspect will generate right away a 20+ million market.
But, wait, there is more...
POKEMON.
If it is a handheld, there will be a pokemon, another 10 million market.
And finally, the Nintendo die hard console gamers, they will buy this thing and support it like a single mom does to his only child, another 10 million market right there.
Also, being a handheld, tons of shovelware and easy ports from phone games (cause the hardware, as reports say, is similar), so, not a audience, but tons of revenue.
So, as a market decision, it is pretty amazing, it is a profit oriented decision.
But, again, Myamotto said it was super different and out-of-the-box, and that I fail to see in such a project.
With all that, I think it is a amazing move profit wise, and it will repair the financial damage the WiiU caused.
The profit oriented Nintendo is now a well oiled machine, with the Mini NES and the Mobile games, the company seems to be firing at all cilinders profit wise.
Edit: Gotta love that Android profit...
What do you guys think?