Data management has reached another inflection point. A new breed of applications is pushing traditional, mostly relational database management solutions (RDBMS) beyond their limits, driven by an ever-growing mountain of data, the consumerism of IT, the hunger for smarter applications and more. This whitepaper will touch on: why NoSQL matters in the context of Java, Big Data and JPA, the pitfalls of traditional object to relational JPA products, and how you can achieve maximum performance for you Big Data application and more.