I hope it is a handheld, and I hope its a Sega handheld backed by Microsoft. So that still puts the big 3 in the handheld market, Sony, Nintendo, Sega/microsoft. There's only 2 handhelds in real competition at this time. So a big, and familiar, name like Sega would be perfect for releasing a new handheld.
For example. Joe Someone walks into a gaming store, this Joe Someone has played video games in the past but is not hardcore. He sees 2 portable systems, a Sega Portable, and a Tiger Telematics (Gizmondo). Which would he chose?
Well more than likely it would be the Sega. Anybody that has played any kind of game or game system has more than likely heard of sega, but you'd be pretty hard pressed to pull someone off the street that heard of Tiger Telematics.