With the steep drop in prices... how can computer memory makers turn a profit. Bloomberg Bootcamp, a report on today's technology. It's great news for computer users. Adding memory to a PC has never been cheaper. An investment of less than fifty dollars can really boost your computer's performance. But memory makers are being squeezed. That's why PNY Technologies has decided to supplement its income... .by getting into the graphics card business...

"Exactly. That's why we entered when we did. With the memory price going down, believe it or not, there won't be much price erosion on graphics card because the chipset is the main crux of the price of the card, memory being second, so that in retail, in the marketplace, the price point will hold more constant. Whereas we all know, memory has taken a nose dive."

PNY's Craig Weiner. PNY has partnered with graphics chip leader nVidia for the new line of video cards that are sold primarily to gaming enthusiasts...

"The gamers today are especially interested in the GeForce3 technology. It's got all the latest features... DirectX 8, it's got the new Vertex and Pixel shading that the new games are being designed around and it's just the hottest gaming card on the market right now."

With fewer competitors in the graphics card business... since the exit of 3dfx, Creative Labs and Diamond Multimedia... PNY is seizing the opportunity. Card prices range from fifty to three hundred fifty dollars. You can find us at Bloomberg.com/radio. Bloomberg Bootcamp, I'm Fred Fishkin.