Nah, they have a solid hold on the children's segment, that's hard for Sony and Microsoft to touch. I mean, the Vita's struggling IMO because adult gamers (outside of Japan) don't really have a need for a dedicated handheld gaming device. People in countries like the US commute via car, and they can easily kill their time using other devices.
Meanwhile, a child may not even have a smartphone. The only hardware device they'll have is a DS.