To: jim kelley who wrote (62322 ) 12/4/2000 4:28:36 PM From: AustinPowersIII Read Replies (1) | Respond to of 93625 In an interview, a Rambus executive stated that DRDRAM producers seeing minimal demand are likely not producing DRDRAMs in sufficient volume. Rambus sees DRDRAM's primary market segment to be PC workstations selling for $2000 and up, directly correlating with Intel's positioning of the Pentium 4. However, as time progresses and the Pentium 4 makes its way to lower price points (with the help of a 1.3 GHz Pentium 4 in January, for example), DRDRAM's marketshare will extend to those segments as well. Kanadjian added that while Direct RDRAM predominantly plays in the $2,200-and-above PC-workstation market, Rambus memory will take off next year when price declines bring the packet-data memory chip to the $1,500 to $2,000 market. Intel Corp.'s new Pentium 4 processor, for example, for the first time will fully use Direct RDRAM's bandwidth, Kanadjian said. Kanadjian said price comparisons of Direct RDRAM with rival SDRAM are difficult because of the wildly fluctuating price of synchronous chips. Next year we expect Rambus will be at less than a 20% premium over SDRAM, he said. As RDRAM prices continue to go down, I foresee the premium will shift and the other memory types will be selling at a premium. Kanadjian also refuted critics who claimed Rambus suffers a price disadvantage because of its larger size relative to SDRAM of comparable densities. He cited a Dataquest Inc. report that showed that chip size has little bearing on price when it comes to products in high-volume production. At the opposite end of the spectrum is Rambus' role in embedded markets, where it has had design wins with Sony's PlayStation 2, as well as HDTVs, and digital TV set-top boxes. Rambus executives indicate they anticipate the home entertainment market will use more than 100 million Rambus chips a year, at least. Perhaps something of an interesting contrast to this is this article from ZDNet indicating that business and corporate buyers should pass the Pentium 4 by, due to its poor performance on current business applications and expensive platform. The two articles are similar in some ways, as the above-$2000 market isn't the best place for business PCs, though ZD's stance is far more critical of Rambus in particular.