The SD Association (SDA) is a non-profit organization that sets memory card standards intended to simplify the use and optimize the performance of consumer electronics that people use in every country. Panasonic Corporation, SanDisk Corporation and Toshiba Corporation formed the SD Association in January 2000. Today, the SDA has approximately 1,000 member companies involved in the design and development of SD standards. Thousands of device models and hundreds of products across dozens of product categories integrate the small, removable memory cards.