“We have ideas of what we want to bring to the consumer that we can’t do with the current [DS model]. The Nintendo 3DS for us is our next handheld platform. Fundamentally, this business is about software, not hardware. Software is what drives engagement by the consumer. For us technology is not the end, it’s the means to an end, which is around a great consumer experience.” – Nintendo of America President Reggie Fils-Aime