Part of the confusing thing about the investor's presentation is Iwata not giving a straight answer on this, but basically it sounds like are going to make smartphone mini-games, from NeoGaf a new Iwata interview with Nikkei:

http://www.neogaf.com/forum/showpost.php?p=99042944&postcount=422

They (smartphone apps) can be games and they can use Nintendo characters. Ideally, something that is used everyday. There are no plans to release existing Nintendo games on smartphones. 

Doesn't think only porting games would help the company.

Even if they are free, it doesn't mean there's no value to them. However, in the future, if there's an opportunity to make money from them, they won't necessarily ignore it.

So no ports of old games but to me that sounds like new mini-game type experiences starring Nintendo characters are a go for iOS/Android. And that Nintendo is even open to making money off them in the future. No one but Nintendo fanatics would really care about a Nintendo marketing app anyway. 

Well... Not full, Nintendo quality games... Just mini games... Probably like Mario Temple Run or Smash Crush or some game that people play that no one with a brain gives a rats ass about... Like, how does a game like Candy Crush become so damn popular? Its basically bejeweled with fucking Candy... Its so stupid

But anyway, don't expect $40 zomfg games on mobile, just think of it as ad revenue for Nintendo

Kirby Candy Suck incoming.

Considering that large console IPs like Mario Party and Wario titles are essentially bundles of mini-games... I don't see this happening.

I still think its simply advertisement simulations.

I imagine it is going to be more community based and will most likely tied to a game you bought on their system. Think Pokemon Global Link.

The minigames *are* the marketing apps, that's the point. To say that they are making "smartphone games" would be if such games were the products they were trying to sell, rather than promoting the actual product.