The Associative Model of Data is a new data model that overcomes two fundamental limitations of current programming practice: the need to write and maintain new programs for every new application, and the need to store identical types of information about each instance. It also offers a superior distributed data model, and allows disparate databases to be readily combined and correlated without recourse to data warehousing. Moreover, unlike the relational model, its generic structure stores meta-data alongside data, and affords ready access to mainstream commercial databases for rule-based techniques such as AI business rule automation.
Simon Williams is the originator of the Associative Model of Data, and founder and Chief Executive of Lazy Software Ltd. He has worked in IT since 1968. In 1984, he founded Synon Corporation, which became the world's foremost vendor of application development tools for the IBM AS/400 platform. He founded Lazy Software in 1998, to develop Sentences, the first database management system based on the Associative Model. Since its launch a year ago, Sentences has been adopted by Reuters, Lloyds TSB, Commerzbank and others.