Iwata Talks Goals for Smart Devices and Acknowledges Difficulties

Nintendo boss Satoru Iwata has discussed the value and difficulties of using smart devices to help promote Wii U and 3DS.

Expanding on the company's announcement last week to bring a selection of software to smartphones, but not full games, Iwata reiterated how phones and tablets aren't intended to "generate profit, at least in the short-term", using consumer-awareness as the key aim for the coming months.

Iwata acknowledged the shift from consumers gaining information from TV or other mass media, towards internet and smart devices. "Nintendo would like to establish a firm channel on smart devices through which we can connect with consumers", he said, also inviting third-party publishers to communicate "all the fun content on Nintendo platforms" using a dedicated Nintendo app.

That said, Nintendo are aware that it will be a challenge in itself to "expect consumers to activate our application every day" if it's solely pitched as an advertising tool, so the aim is to "make efforts to provide a channel for consumers that makes them entertained, pleased and happy in order to have them use our application frequently".

"Ensuring continued engagement is going to be challenging", he continued, offering hope to investors that Nintendo are "determined to take on this challenge, fully understanding the situation in which we are going to place ourselves".

Once the app is up and running and fans are using the service, Nintendo are hoping to "dramatically change the relationship between Nintendo and consumers", using smartphones as a "cost-effective measure as a whole".

What are your thoughts on Nintendo's approaches to using smartphones and tablets?