Software AG was the first important non-US software company,* selling the ADABAS DBMS and associated tools. These included the fourth-generation language Natural, the transaction processing monitor Complete (in those days DBMS were sold with their own associated TP monitors), and a whole lot of modules named Adathis and Adathat. (These product names were widely regarded as being a bit silly, to the point that the company joined in the mirth and passed out Complete Natural Adamugs.)
*SAP was founded around the same time, but didn’t become particularly influential until later on.
Actually, there were two important Software AGs – the parent company in Darmstadt, Germany, and the North American distributor Software AG of North America. SAGNA, in Reston, Virginia, was run by John Maguire, of whom many stories are told. It is said that he once pulled over to help a man change a flat tire on his car and wound up selling him a copy of ADABAS. It is said that he used to stroll by Cullinane booths at trade shows and pronounce “I’m John Norris Maguire, and I’m going to bury you.” And while I can’t exactly confirm these stories – I knew the guy, and I find them all to be eminently plausible. (Sadly, John died young, not long after selling SAGNA back to the Darmstadt company and buying himself a 44-foot powerboat.) (Edit: Happily, that part turns out to be wrong!)
ADABAS was an excellent product – one of the three major inverted-list DBMS, the other two being Computer Corporation of America’s Model 204 and ADR’s Datacom/DB. Natural was also one of the top 4GLs. At the time I judged that ADR’s Datacom/IDEAL combo had slightly surpassed ADABAS/Natural. 20-some-odd years later, ADABAS seems to have the significantly more vibrant of the two product suites’ surviving customer bases, but I think that has much more to do with the products’ subsequent owners than with their technical or market situations back in 1983.
As was the case for most of the early software vendors, some major talent passed through Software AG. Richard Currier may now claim a lot more credit for a book project he wrote a chapter for than he actually deserves, but he’s also one of the great marketing minds from the early part of the software industry. (He also ignited my passion for software industry anecdotes and industry, and hence may be regarded as a kind of absentee grandfather of this blog.) Bob Preger went from being the second salesman at Software AG to being the first at Oracle.
I visited Darmstadt once, and met honchos Peter Schnell (founder and ADABAS designer) and Peter Page (Natural designer). It was soon after they’d moved into a new building, and Peter Schnell was very proud of the hexagon-based oak desks he’d personally designed for programmers to work at. I came away thinking this was an example of Edifice Complex, not to mention micromanagement, and in retrospect I seem to have been right.
After DB2 blew the other mainframe DBMS out of the water, things got choppy for Software AG. SAGNA was bought by Darmstadt, then spun out and taken public again, then bought again. The company came out with ADABAS-D and Tamino, neither of which was a great success. Even so, it’s still alive, kicking, and even growing, something which can be said for very few of the other leading software firms of its day. Indeed, I just posted a long Software AG update over on DBMS 2, my blog about current-day DBMS and related technologies.