I think for a start, Nintendo needs to sack their advertising firm. The majority of U.S. ads i've seen, suck. Remember the Sega Scream? Of course, you do. The ad was hip, and hooked a lot of 18-30 year olds on Genesis. It was cool. Watch Mallrats, Swingers, Gen-X comedys, the people in them don't play Nintendo, they play SEGA.
I also think the need to start spending some REAL money. $6 billion in cash. $6 billion. Spend at least some, guys, remember, it takes money to make money. It's all about the culture of arrogance that seems to exist at Nintendo. It's like someone forgot to tell they weren't dominating the market with 95% like in the NES days. Sega learned the hard way about a culture of arrogance and it cost them badly. Not putting DVD in Gamecube was a f**k up. I don't want to hear about how it is "just a games system". Everyone I know who owns a PS2 has games for it as well as using it as a DVD player. Sega KNEW they were making a huge mistake not putting DVD capability in Dreamcast, they wanted to, it just would have cost them too much. Whereas Nintendo had the money but didn't. I predict in 5 years time we'll look back on that as the Gamecube's downfall. This was a confused muddled rant but I think I have some pretty valid points. Reading Sega's history made me realise that Nintendo is making those mistakes now. If you've got a lot of time to burn:
http://www.atani-software.net/segabase/