It needs a unique value that people can't get from either the 3DS or current smartphone platforms.
Yeah, I don't know what, either.
Those who think OLED is a killer feature have been letting buzz get the better of them. The latest OLED displays fail to outperform the latest LCD displays in many respects, including brightness and power usage:
http://www.displaymate.com/Smartphone_ShootOut_1.htm

"The worst part about these reviews is they are [subjective]--and their scores often depend on how drunk you got the media at a Street Fighter event." — Mona Hamilton, Capcom Senior VP of Marketing
*Image indefinitely borrowed from BrainBoxLtd without his consent.







