Kildall and his wife Dorothy established a company, originally called "Intergalactic Digital Research" (later renamed as Digital Research, Inc.), to market CP/M through advertisements in hobbyist magazines. Digital Research licensed CP/M for the IMSAI 8080, a popular clone of the Altair 8800. As more manufacturers licensed CP/M, it became a de facto standard and had to support an increasing number of hardware variations. In response Kildall pioneered the concept of a BIOS, a set of simple programs stored in the computer hardware that enabled CP/M to run on different systems without modification.