The SD Association (SDA) is an American 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 LLC 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. The SD Association sets industry standards for SD memory cards that define the next generation of memory cards that allow product-makers to develop new products. This strategy has made the SD memory card the most widely used removable memory card form factor in the industry.