ST is pursuing this market very aggressively. A few years ago, they were complete unknowns and now more and more designs are using their chips.
They take the Chevy strategy (vs. TI's Cadillac strategy): their products are reasonably featured, they target multiple niches with specialized products, and unite them via their library. And they are very aggressive on pricing.
My only issue with them is that the fragmented product line makes it costly to maintain software built on proprietary libraries which in the end discourages the use of their products. That strategy makes sense at low-end of the market where software cost is relatively low. At the higher-end of the market, I would rather prefer a limited number of fully featured offerings so one set of proven libraries can cover multiple chips.