The memory procurement market has adopted a new business model with hourly contracts, where quoted prices are valid for only a single hour, necessitating a new pricing quote with each change. Memory makers like SK hynix, Samsung, and Micron are responding to the massive demand for their memory solutions with new types of contracts that force OEMs to make quick decisions to procure DRAM within a very short timeframe. This means that memory makers are requiring much faster contract settlements, as the rapid increase in demand is causing product pricing to change literally by the hour. For example, large PC OEMs, who are among the biggest customers, now have to ship PCs with one pricing, while their future products are subject to price changes that fluctuate by the hour. How sustainable and stable this market will be remains to be seen.

Interestingly, the customer DRAM market is splitting into two camps. A short list of deep-pocketed customers, including large cloud providers, major automakers, and top smartphone firms such as Apple and Samsung Electronics, retain priority access to DRAM and the best pricing negotiation leverage. Memory manufacturers like SK hynix and Micron are said to prioritize these relationships above all else by favoring buyers who can prepay or settle in cash. For the vast remainder, more than 190,000 small and medium enterprises, the situation is harsher. Many lack the cash flow and bargaining leverage to accept rapid price jumps. As costs climb, some firms are revising demand forecasts downward to avoid margin erosion. Demand outside of the hyperscaler/data center sector may be revisited downward for many companies, as consumers are less keen on spending more on products that are becoming more expensive each day.