Firstly they acknowledge the market of 20 million Wii units worldwide, of which 40% are connected online : which makes a connected installed base of around 8 million. They intend to enter this market strongly.
Basically their Wiiware strategy is based on 3 main concepts :

– The place of the Wii in the living room – or make games that take into account the fact that the family or the visiting friends make use of the console too.
– Making use of their know-how in creating multiplayer games.
– Using the online Wifi connection practically – to connect the community, to make the player face each other, or on the contrary, cooperate with each other.