Following this week's sour, but not unexpected, news of a 40 percent drop in hardware sales, Nintendo chief Satoru Iwata seems to be taking DS marketing in the direction of a personal device.

The shift would mean they want the unit to be seen as something everyone should own, not shared among a family. Basically, it means Nintendo wants everyone in the world to have a DS, which might seem obvious, and is an ambitious way to expand what analysts had seen as a somewhat saturated market.

Techradar's digest of a Nikkei article (subscription only) said the marketing will portray the DS as personal device "like a mobile phone," but I wouldn't take that to mean it's gonna get those capabilities sometime.

Nintendo Wants to Sell DS to Everyone on Earth [Techradar via Cubed3]