Direct Rambus DRAM or DRDRAM (sometimes just called Rambus DRAM or RDRAM) is a type of synchronous dynamic RAM. RDRAM was developed by Rambus inc., in the mid-1990s as a replacement for then-prevalent DIMM SDRAM memory architecture. RDRAM was initially expected to become the standard in PC memory, especially after Intel agreed to license the Rambus technology for use with its future chipsets. Further, RDRAM was expected to become a standard for VRAM. However, RDRAM got embroiled in a standards war with an alternative technology - DDR SDRAM, quickly losing out on grounds of price, and, later on, performance.