It was because of this far sightedness and prudent strategy that Nintendo was able maintain its lead for such long. The challenges that the company now is facing are three fold – •The new generation of its handheld console 3DS and Wii U are not able to repeat the success of their successors Nintendo DS and Nintendo Wii respectively in terms of revenue and market share. •The prime rivals viz. PS4 and XBOX one are using much better technological hardware allowing them to have more immersive experience •Lack of 1stparty titles for Nintendo and the huge time gap between the release of the games makes it difficult to keep the momentum going for the console Q2. Why were the Wii and the DS unexpectedly so successful amid fierce competition from Sony PlayStation and Microsoft Xbox?