While this is an April fools joke, I think that if anybody has a shot at being successful in the handheld market (against GBA, that is) it's Sony... At least if it's name contains "Playstation" and it's not too expensive
You could say GBA has a huge fanbase and all, and yes that's true, but also it's really the only handheld worth owning on the market... What about it's past competition? Neo Geo Pocket? Wonderswan? That's all fine and dandy, but neither of them are from one of the 'heavy hitters'...
*shrugs*