We've been thinking very carefully about how can we possibly communicate the real value and the attraction of Nintendo 3DS. The conclusion was that there is no other way than to let as many people as possible to actually see it.
Sometimes you are physically tired at night, but your brain is functioning too much to go to sleep. If you can have software that helps you understand how you can shift from such a tense situation to being more relaxed, then that would help.
When the economy is strong, people tend to buy three things from the top of their wish list. But when things are bad, people often buy only the first thing on their list.
Our thinking has always been in trying to grab the limited amount of spare time people have and always try to offer some unprecedented attraction to the consumer.
We are producing something people can live without. But we need to keep thinking what would make our products a priority purchase even if they are not a necessity. If we stop doing that, no matter how successful Nintendo is at the moment, things will start going wrong in no time.
When similar products are on store shelves, price competition is inevitable. Nintendo has been trying to steer clear of that direction and create a market of our own.
