The "back end" that DeNA provides is basically micro-transactions. Mobage is driven by "Mobacoins", a virtual currency that you use to make in-app purchases.
This is all about making money, Nintendo is just not going to put it so bluntly, but they didn't invest over $100 million in DeNA for trivial little things they could do on their own.
They needed an outside partner if they want to have highly monetized big money apps like Game of War, Clash of Clans, etc. Those games require constant new things to spend money on and an interface to manage all that money that will be coming in on a daily basis.
Their traditional game platforms have become too unpredictable and boom/bust of a business for Nintendo to rely on completely, they want a small number of "big money" smartphone apps that can provide the company with constant revenue in case there are down stretches/financial quarters that happen in the future.
That's what this is all about IMO.
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