IMS’s high-touch, prescriptive database querying methods proved limiting over time, as customers demanded more flexible ways to access and manage their expanding universe of data. To fix this, Edgar Codd, an IBM scientist working at the San Jose Research Lab, proposed a new relational model for data using tables instead of data trees and unique keys instead of navigational pointers. His model was the foundation for several query languages, including SQL, which made it easier for non-experts to find information, and which powers most relational databases today.
Still, IMS survived — and thrived. By the late 1980s, the vast majority of financial institutions worldwide used IMS to manage everything from ATM transactions to credit card payments. By the late 2010s, seven of the top 10 companies in the financial sector, four of the top five insurance firms, three of the top five in industrials, and four of the top five in construction and farm machinery were all running IMS.
The success of IMS was built upon the platform’s adaptability, which enabled it to serve both long-time customers and new users with a broad range of dynamic functionality. IBM had made IMS compatible with a wide range of platforms, modifying it for mobile and cloud computing, while continuing to deliver stability and performance.
IMS remains a powerful, flexible low-cost platform, and even today, as the original slogan said, “The world depends on it.”