Nintendo president Satoru Iwata has said he's "not conscious" of any rivals to Nintendo; not Apple, not cloud computing, not Microsoft or Sony.
Concentrating on others would lead Nintendo into the "trap" of "shortsighted business philosophies" and a preoccupation with "spoiling" another company's ideas, he said.
"On the contrary," he told investors during a publicised Q&A, "we ourselves assume that our rival is everything consuming people's interest, time and energy. If we were to consider one specific thing as our rival, we would do nothing but think of how to beat it.
"...Even if we ask customers what kind of games they want to play and develop one game as they requested, it may not always greatly excite them. Instead, we should develop what is beyond their imagination and let them say, 'This is unexpectedly interesting,' or 'This is the very thing I have been wanting.' We can say that our business is very unique.
"...it is more important for our unique business to always ask ourselves, and try to answer such questions as, 'What does it mean to make people interested in something?' 'What is worth spending people's time and energy on?' Or 'What do people find amusement in?'
"We would be glad if you understand that, as the basis, we are not conscious of any certain rivals," he said.
Iwata touched on cloud computing to say that while some elements were "very suitable", there were others that "will never be". Simply, Iwata believes cloud computing won't ever "conquer" his field.
"With cloud computing, for example, customers would be irritated even by a slight delay in response after pressing a button. So, for what is suitable for cloud computing, we will take advantage of the technology in the future," said Iwata.
"It is also natural that we will align with a service provider of cloud computing, and not going through the trouble to develop our own facilities. Having said that, cloud computing would not conquer every field of entertainment because present telecommunication technologies inevitably involve a certain delay and limitation of transmission speed.
"We would employ Cloud Computing as far as it is useful," he concluded.
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