To: Voltaire who wrote (1493 ) 9/15/2000 9:07:11 PM From: Sully- Respond to of 65232 From: Don Green on the SI RMBS food fight thread.... Friday, Sep 15, 2000 8:04 PM ETRambus Says It Has 'Three Ways To Win' Sep 15, 2000 (Tech Web - CMP via COMTEX) -- Rambus Inc. has unveiled its "three ways to win" strategy as part of its first analyst meeting. The IP manufacturer designed and licenses its Direct Rambus technology to DRAM manufacturers, which is considered to be both more expensive than conventional SDRAM, but also to offer higher bandwidth. Rambus has also begun to convince memory designers that it owns fundamental rights to that SDRAM, and to enforce royalty-bearing license agreements as a result. Rambus hopes to play the angles on all three strategies, according to its chief executive Geoff Tate. First, Rambus hopes to convince the industry that increasing processor and PC speeds will require the bandwidth that the Direct Rambus architecture demands. Secondly, the company hopes to bring down the price of Direct Rambus DRAM more on a par with SDRAM. If those fail, the company's third strategy is to license DRAM and other manufacturers, enforcing its own intellectual property, and bring in royalty-based revenue."We have three ways to win," said Tate. "Any one of these ways will help us be achievable and achieve our goals, but we believe we can be successful in all three areas." The purpose of the analyst meeting on Thursday was to introduce the analyst community to the company. Rambus executives offered little in the way of new product or technology disclosures, but they did update analysts on the status of the company's lawsuits against DRAM manufacturers. The company recently introduced a 1-GHz speed upgrade to the Direct Rambus architecture, which previously topped out at 800-MHz. Rambus executives drew a roadmap to 1.2-GHz devices by 2002, using the next generation Quad Rambus Signaling Level protocol.Rambus has also developed a complimentary communications strategy, using Direct Rambus memory and a "SerDes" serializer/deserializer for communications backplanes. Rambus executives also told analysts that the Direct RDRAM memory is being used within five set-top boxes, and four current digital televisions. Currently, Direct Rambus DRAM commands a 50 percent price premium, according to Rambus executives. By the end of 2001, the company hopes to reduce that to a bare 20 percent, partly helped by the increased production ramp of Direct Rambus DRAM licensees. To penetrate the mass PC market, the premium must be between about 15 to 20 percent, said Laura Fleming, vice-president of alliances and infrastructure. Yields of 800-MHz Direct Rambus parts are now on average about 65 percent of all functional Direct RDRAM, Fleming said. By the end of 2001, the company hopes the DRAM makers will approach 90 percent. Rambus' lawyers should also help hasten that ramp. On Wednesday, Rambus announced it filed a lawsuit in Germany accusing Infineon Technologies Inc. (stock: IFX) of infringing on its SDRAM patents, following similar cases filed in Europe against Micron Technology Inc. (stock: MU) and Hyundai Electronics Industries Co. Ltd. Rambus said the lawsuit against Infineon will begin on December 22, 2000, with a decision expected about three to four weeks after the trial begins. The separate suits by Rambus filed against Micron and Hyundai in German courts are scheduled to begin on February 16, 2001. The complementary suits Rambus filed in the U.S. are expected to begin in March or April 2001.The meeting generally confirmed already-held beliefs among the analyst community. "We believe the company has demonstrated a clear vision of its IP business model. The validity of the business model is supported by the signing of license agreements with several of the world's major DRAM manufacturers, most recently NEC," wrote Mark Edelstone, analyst with Morgan Stanley Dean Witter, San Francisco, in a research note Friday. "We continue to believe that Rambus' technology offers the best long-term solution for high performance DRAM, and its IP portfolio contains solid patents that should allow the company to prevail in court," Edelstone added. Rambus (stock: RMBS) stock closed down 3 percent or 2 9/16 on Friday, to 79 1/2.techweb.com Ö¿Ö