About 90% of embedded applicatuions could be made
to run on some member of the top 10 embedded processor
vendors.

Look at the comments on this and several other threads and
there are common requirements to sell silicon. To be successful
a vendor has to address the following issues.

1) There are engineers that have a development project with
    a specific deadline usually measured in weeks or a few months
    at most.,

2) They need to know about what is curently available.

3) They need good solid technical information from the WEB,
    local seminars, application engineers or factory personel
    about specific parts. Local representative rapore counts
    for a lot in this business.

4) Silicon vendors get selected  on the basis of  past
    experience with the supplier and current product not
    on future products or ideas.

It is interesting that technology is only a small part of the
equation and information and availability is quite a large part.

Walter Banks