TI is moving full ahead with ARM. What they did for the DSP market they will probably do next for ARM. Freescale and Marvell are their main competitors. It will not surprise us if TI ends up dominating the application processor market.
TI will probably move their Code Composer Studio IDE to Eclipse. Together with OMAP, TI will shake up the embedded market further still. What TI understands is that companies and developers want the tools they can use for whatever they want to do. Pandora (aptly named) is an example of what can happen when things 'open' up.
Last summer, we dug into the OMAP platform in the beginning of the THTF development. Everything is there and OMAP comes with a solid system enablement package. TI is also a member of the Open Handset Alliance. Android handsets and sub-laptops are coming. Third party packages are coming into the market too:
Mistral OMAP35x Kit
We have some ARM experience now. Toshiba is interesting because they really are more focused on selling systems that do things verses selling silicon that needs system enablement (as TI and the others mentioned). But, don't get us wrong, we are still thinking and working on PowerPC too.