Lawrence Joseph "Larry" Ellison was born on August 17, 1944 in Bronx, New York. In 1977, Ellison and two of his Ampex colleagues, Robert Miner and Ed Oates, founded their own company, Software Development Labs. In 1979, the company was renamed Relational Software Inc., later renamed Oracle after the flagship product Oracle database. From the beginning, Ellison served as Chief Executive Officer. Ellison had come across a paper called "A Relational Model of Data for Large Shared Data Banks" by Edgar F. ("Ted") Codd, describing a concept Codd had developed at IBM. Codd's employers saw no commercial potential in the concept of a Structured Query Language (SQL), but Larry Ellison did.