HBase is the Turing machine of the Big Data world. It's been scientifically proven that you can do *anything* with it. This is, of course, a blessing and a curse, as there are so many different ways to implement a solution. Apache Phoenix (incubating), the SQL engine over HBase to the rescue. Come learn about the fundamentals of Phoenix and how it hides the complexities of HBase while giving you optimal performance, and hear about new features from our recent release, including updatable views that share the same physical HBase table and n-way equi-joins through a broadcast hash join mechanism. We'll conclude with a discussion about our roadmap and plans to implement a cost-based query optimization to dynamically adapt query execution based on your data sizes.