The PCMCIA (Personal Computer Memory Card International Association) industry organization was based on the original initiative of the British mathematician and computer scientist Ian H. S. Cullimore, one of the founders of the Sunnyvale-based Poqet Computer Corporation, who was seeking to integrate some kind of memory card technology as storage medium into their early DOS-based palmtop PCs, when traditional floppy drives and harddisks were found to be too power-hungry and large to fit into their battery-powered handheld devices. When in July 1989, Poqet contacted Fujitsu for their existing but still non-standardized SRAM memory cards, and Intel for their flash technology, the necessity and potential of establishing a worldwide memory card standard became obvious to the parties involved. This led to the foundation of the PCMCIA organization in September 1989.