Texas Instruments is targeting its C2000 DSPs (digital signal processors) to engineers who are 16- and 32-bit microcontroller users looking for lots of functionality. But those users don't really think in terms of DSPs. No problem. TI will call the C2000 a digital signal controller (DSC) instead of a DSP. The nomenclature avoids confusion and has some obvious marketing benefits. Plus, says TI's Stephan Beek, it's a more accurate description of the product. "With its control and communications peripherals and event timers, it looks more like a microcontroller anyway," he says.