SlideShare a Scribd company logo
Java in the Age of Containers
and Serverless
Markus Eisele
Director of Developer Advocacy, Lightbend
JUG FFM
@myfear
2
3
Java developers
worldwide
of the Fortune 500
are using Java EE
of companies use Java to build
over 80% of their applications
10M+ 90% 43%
Stability Specifications Availability of
developers
#1 #2 #3
4
5
https://twitter.com/heathervc/status/1132671885647290368
7
“There are only two kinds of
languages: the ones people complain
about and the ones nobody uses.”
— Bjarne Stroustrup
“
Vibrant and Lively Development
8
1997
SE 1.1
2000
SE 1.3
2011
SE 7
2017
SE 9
9/2018
SE 11
9/2019
SE 13
9/2020
SE 15
1998
SE 1.2
2002
SE 1.4
2006
SE 6
3/2018
SE 10
3/2019
SE 12
3/2020
SE 14
3/2021
SE 16
9/2021
SE 17
2014
SE 8
2004
SE 5
Which versions of Java do you regularly use?
9
https://www.jetbrains.com/lp/devecosystem-2019/java/
Java is Exciting!
10
New features in Java 8 –
Lambdas, Streams
Module system in Java 9
Java 10 going to Java 11
New feature release process!
Figuring out a way around “LTS”!
Playing with Jshell!
Packaging with jlink!
SharedCentralized Self Service
“Big Iron” “Enterprise” “Cloud”
Extreme Uptime
(99.999)
Custom
Hardware
Designed for
availability (99.9)
Commodity
Hardware
Replicated
Designed for
failure (99.999)
Virtualized /
Cloud
Distributed
Vertical Scaling
Hardware High
Availability
Centralized
Horizontal
Scaling
Software High
Availability
11
Clustered MonolithsOne Big Application
Distributed
Microservices
“Big Iron” “Enterprise” “Cloud”
12
Clustered MonolithsOne Big Application
Distributed
Microservices
“Big Iron” “Enterprise” “Cloud”
9
What JDK to use? How is support working?
13Thanks @CGuntur!
https://medium.com/@javachampions/java-is-still-free-c02aef8c9e04
14
So far we only talked about deployment
models and architectures …
But what kind of applications and business models are the real drivers?
Faster, More, Easier, Cheaper, Better.
Number of Devices Connected to the Internet
16
For many years the innovation around Java
exclusively focused on performance.
To support modern infrastructures (Moore’s Law) and developer productivity.
Today
Java in the age of containers - JUG Frankfurt/M
Typical Java Application Memory Usage
Start-up lag Over Peak Usage
Thanks to @spoole167! 20
Ideal Memory Usage Profile to Save $$$/€€€
21
The immediate challenge for Java and the JVM is to
innovate faster – or lose to the competition.
Low Latency/High Performance
• Respect resource constraints
• JDK-8179498: attach in Linux should be relative to /proc/pid/root and
namespace aware as jcmd, jsack, etc. fail to attach (resolved in JDK 10)
• JDK-8193710: jcmd –l and jps commands do not list Java processes running in
Docker containers (resolved in JDK 11)
• And more... JDK-8203357: Container Metrics (resolved in JDK 11.0.1)
• JDK 11—JEP 318: Epsilon, i.e. No-Op, Garbage Collector (experimental)
• Start fast
• Moving Startup Costs to Build-Time
• AOT
• Run in small(er) images
• Alpine, jlink, GraalVM Substrate
23
24
Tomorrow
Java in the age of containers - JUG Frankfurt/M
New Challenges for Developers
Systems that are too complex
to run on your local machine
• New development tooling
• New deployment approaches
26
Proprietary APIs and
non standard solutions
that are hard to change
• Black box services
• Storage APIs
New forms of applications
that force developers to
rethink established designs
• 3-tier applications
no longer suitable
• Message and event
driven systems
• Streams
The JVM Needs to Learn New Tricks Too
• Offer good machine learning and data
analysis capabilities
• More data transformation and stream
capabilities.
• Problem partitioning features
• Better/easier parallel execution
• Work with optimized hardware (GPU, FPGA,
ASIC, etc.)
27
28
The Day After Tomorrow
29
30
What if We Don’t Change at All?
31
Thank You Page
Markus Eisele
@myfear
blog.eisele.net
Reactive Microservices
Architecture
Written for architects and developers that must quickly
gain a fundamental understanding of microservice-based
architectures, this free O’Reilly report explores the journey from
SOA to microservices, discusses approaches to dismantling your
monolith, and reviews the key tenets of a Reactive microservice:
• Isolate all the Things
• Act Autonomously
• Do One Thing, and Do It Well
• Own Your State, Exclusively
• Embrace Asynchronous Message-Passing
• Stay Mobile, but Addressable
• Collaborate as Systems to Solve Problems
http://bit.ly/ReactiveMicroservice
33
Developing
Reactive Microservices
The detailed example in this report is based on Lagom,
a new framework that helps you follow the requirements
for building distributed, reactive systems.
• Get an overview of the Reactive Programming model and
basic requirements for developing reactive microservices
• Learn how to create base services, expose endpoints, and
then connect them with a simple, web-based user interface
• Understand how to deal with persistence, state, and clients
• Use integration technologies to start a successful migration
away from legacy systems
http://bit.ly/DevelopReactiveMicroservice
34
Modern Java EE
Design Patterns
• Understand the challenges of starting a
greenfield development vs tearing apart an
existing brownfield application into services
• Examine your business domain to see if microservices
would be a good fit
• Explore best practices for automation, high availability,
data separation, and performance
• Align your development teams around business capabilities
and responsibilities
• Inspect design patterns such as aggregator, proxy, pipeline,
or shared resources to model service interactions
http://bit.ly/SustainableEnterprise
35

More Related Content

What's hot (20)

PPTX
Microservices in Action
Bhagwat Kumar
 
PPTX
Modernizing Your Aging Architecture: What Enterprise Architects Need To Know ...
Legacy Typesafe (now Lightbend)
 
PPTX
Data Center Modelling
Elastra
 
PDF
Workshop: Delivering chnages for applications and databases
Eduardo Piairo
 
PDF
Multi Screen Hell
Abdullah Çetin ÇAVDAR
 
PDF
Overview of Eclipse technologies
PT.JUG
 
PDF
Microservices 101 - The Big Why?
Yamen Sader
 
PPTX
The Architecture of Continuous Innovation - OSCON 2015
Chip Childers
 
PDF
Useful Design Patterns for Enterprise Applications with Java
PT.JUG
 
PDF
Microservices Architecture
Izzet Mustafaiev
 
PPTX
Talk at the Boston Cloud Foundry Meetup June 2015
Chip Childers
 
PDF
oraclewls-jrebel
Gabriel Torres
 
PDF
Microservices Architecture
Mateus Prado
 
PDF
Revolutionizing Enterprise Software Development through Continuous Delivery &...
People10 Technosoft Private Limited
 
PDF
Microservices
PT.JUG
 
PPTX
Reactive applications tools of the trade huff po
shinolajla
 
PPTX
Building a Platform for the People - IBM's Open Cloud Architecture Summit - A...
Chip Childers
 
PDF
12 factor app
Luís Bianchin
 
PDF
MySQL
PT.JUG
 
PPTX
Developer Week - Reacting to an event-driven world
Grace Jansen
 
Microservices in Action
Bhagwat Kumar
 
Modernizing Your Aging Architecture: What Enterprise Architects Need To Know ...
Legacy Typesafe (now Lightbend)
 
Data Center Modelling
Elastra
 
Workshop: Delivering chnages for applications and databases
Eduardo Piairo
 
Multi Screen Hell
Abdullah Çetin ÇAVDAR
 
Overview of Eclipse technologies
PT.JUG
 
Microservices 101 - The Big Why?
Yamen Sader
 
The Architecture of Continuous Innovation - OSCON 2015
Chip Childers
 
Useful Design Patterns for Enterprise Applications with Java
PT.JUG
 
Microservices Architecture
Izzet Mustafaiev
 
Talk at the Boston Cloud Foundry Meetup June 2015
Chip Childers
 
oraclewls-jrebel
Gabriel Torres
 
Microservices Architecture
Mateus Prado
 
Revolutionizing Enterprise Software Development through Continuous Delivery &...
People10 Technosoft Private Limited
 
Microservices
PT.JUG
 
Reactive applications tools of the trade huff po
shinolajla
 
Building a Platform for the People - IBM's Open Cloud Architecture Summit - A...
Chip Childers
 
12 factor app
Luís Bianchin
 
MySQL
PT.JUG
 
Developer Week - Reacting to an event-driven world
Grace Jansen
 

Similar to Java in the age of containers - JUG Frankfurt/M (20)

PDF
Migrating From Java EE To Cloud-Native Reactive Systems
Lightbend
 
PDF
Migrating from Java EE to cloud-native Reactive systems
Markus Eisele
 
PPTX
Understanding Microservices
vguhesan
 
ODP
Enterprise Java in 2012 and Beyond, by Juergen Hoeller
Codemotion
 
PDF
Kubernetes Native Java and Eclipse MicroProfile | EclipseCon Europe 2019
Jakarta_EE
 
PDF
Kubernetes Native Java and Eclipse MicroProfile | EclipseCon Europe 2019
The Eclipse Foundation
 
PDF
Red Hat Java Update and Quarkus Introduction
John Archer
 
PDF
Cloud native java are we there yet go tech world 2019
Peter Pilgrim
 
PDF
Nine Neins - where Java EE will never take you
Markus Eisele
 
PDF
LJC 2018 - PEAT UK - Java EE - Ah, ah, ah! Staying Alive!
Peter Pilgrim
 
PDF
Talk Oracle Code One 2019
Jean-Francois James
 
PDF
Composable Software Architecture with Spring
Sam Brannen
 
PDF
Tnt 2020-jf-james
Jean-Francois James
 
PDF
Microservices for Java Developers
Omar AbdullWahhab
 
PDF
Streaming to a New Jakarta EE
J On The Beach
 
PDF
Streaming to a new Jakarta EE / JOTB19
Markus Eisele
 
PDF
Microservices for-java-developers
Sandeep Rangdal
 
PDF
Huge Enterprise Systems Architecture Design with Java EE
Rakuten Group, Inc.
 
PDF
Microservices for java architects it-symposium-2015-09-15
Derek Ashmore
 
PDF
2000: Making IT Happen with J2EE
Russell Castagnaro
 
Migrating From Java EE To Cloud-Native Reactive Systems
Lightbend
 
Migrating from Java EE to cloud-native Reactive systems
Markus Eisele
 
Understanding Microservices
vguhesan
 
Enterprise Java in 2012 and Beyond, by Juergen Hoeller
Codemotion
 
Kubernetes Native Java and Eclipse MicroProfile | EclipseCon Europe 2019
Jakarta_EE
 
Kubernetes Native Java and Eclipse MicroProfile | EclipseCon Europe 2019
The Eclipse Foundation
 
Red Hat Java Update and Quarkus Introduction
John Archer
 
Cloud native java are we there yet go tech world 2019
Peter Pilgrim
 
Nine Neins - where Java EE will never take you
Markus Eisele
 
LJC 2018 - PEAT UK - Java EE - Ah, ah, ah! Staying Alive!
Peter Pilgrim
 
Talk Oracle Code One 2019
Jean-Francois James
 
Composable Software Architecture with Spring
Sam Brannen
 
Tnt 2020-jf-james
Jean-Francois James
 
Microservices for Java Developers
Omar AbdullWahhab
 
Streaming to a New Jakarta EE
J On The Beach
 
Streaming to a new Jakarta EE / JOTB19
Markus Eisele
 
Microservices for-java-developers
Sandeep Rangdal
 
Huge Enterprise Systems Architecture Design with Java EE
Rakuten Group, Inc.
 
Microservices for java architects it-symposium-2015-09-15
Derek Ashmore
 
2000: Making IT Happen with J2EE
Russell Castagnaro
 
Ad

More from Markus Eisele (20)

PDF
Enterprise Integration Is Dead! Long Live AI-Driven Integration with Apache C...
Markus Eisele
 
PDF
Backstage Software Templates for Java Developers
Markus Eisele
 
PDF
SparksCon 2024 - Die Ringe der Macht
Markus Eisele
 
PDF
Sustainable Software Architecture - Open Tour DACH '22
Markus Eisele
 
PDF
Let's be real. Quarkus in the wild.
Markus Eisele
 
PDF
What happens when unicorns drink coffee
Markus Eisele
 
PDF
Cloud wars - A LavaOne discussion in seven slides
Markus Eisele
 
PDF
Reactive Integrations - Caveats and bumps in the road explained
Markus Eisele
 
PDF
Stay productive while slicing up the monolith
Markus Eisele
 
PDF
Stay productive while slicing up the monolith
Markus Eisele
 
PDF
Stay productive_while_slicing_up_the_monolith
Markus Eisele
 
PDF
Architecting for failure - Why are distributed systems hard?
Markus Eisele
 
PDF
Stay productive while slicing up the monolith
Markus Eisele
 
PDF
How lagom helps to build real world microservice systems
Markus Eisele
 
PDF
CQRS and Event Sourcing for Java Developers
Markus Eisele
 
PDF
Taking the friction out of microservice frameworks with Lagom
Markus Eisele
 
PDF
10 Golden Social Media Rules for Developer Relations Manager
Markus Eisele
 
PDF
Hyperscale Computing, Enterprise Agility with Mesosphere
Markus Eisele
 
PDF
Modernizing Applications with Microservices
Markus Eisele
 
PDF
Microservice Come in Systems
Markus Eisele
 
Enterprise Integration Is Dead! Long Live AI-Driven Integration with Apache C...
Markus Eisele
 
Backstage Software Templates for Java Developers
Markus Eisele
 
SparksCon 2024 - Die Ringe der Macht
Markus Eisele
 
Sustainable Software Architecture - Open Tour DACH '22
Markus Eisele
 
Let's be real. Quarkus in the wild.
Markus Eisele
 
What happens when unicorns drink coffee
Markus Eisele
 
Cloud wars - A LavaOne discussion in seven slides
Markus Eisele
 
Reactive Integrations - Caveats and bumps in the road explained
Markus Eisele
 
Stay productive while slicing up the monolith
Markus Eisele
 
Stay productive while slicing up the monolith
Markus Eisele
 
Stay productive_while_slicing_up_the_monolith
Markus Eisele
 
Architecting for failure - Why are distributed systems hard?
Markus Eisele
 
Stay productive while slicing up the monolith
Markus Eisele
 
How lagom helps to build real world microservice systems
Markus Eisele
 
CQRS and Event Sourcing for Java Developers
Markus Eisele
 
Taking the friction out of microservice frameworks with Lagom
Markus Eisele
 
10 Golden Social Media Rules for Developer Relations Manager
Markus Eisele
 
Hyperscale Computing, Enterprise Agility with Mesosphere
Markus Eisele
 
Modernizing Applications with Microservices
Markus Eisele
 
Microservice Come in Systems
Markus Eisele
 
Ad

Recently uploaded (20)

PDF
NewMind AI - Journal 100 Insights After The 100th Issue
NewMind AI
 
PDF
Transcript: New from BookNet Canada for 2025: BNC BiblioShare - Tech Forum 2025
BookNet Canada
 
PPTX
OpenID AuthZEN - Analyst Briefing July 2025
David Brossard
 
PDF
July Patch Tuesday
Ivanti
 
PDF
CIFDAQ Token Spotlight for 9th July 2025
CIFDAQ
 
PPTX
"Autonomy of LLM Agents: Current State and Future Prospects", Oles` Petriv
Fwdays
 
PPTX
COMPARISON OF RASTER ANALYSIS TOOLS OF QGIS AND ARCGIS
Sharanya Sarkar
 
PDF
"Beyond English: Navigating the Challenges of Building a Ukrainian-language R...
Fwdays
 
PDF
Exolore The Essential AI Tools in 2025.pdf
Srinivasan M
 
PDF
Timothy Rottach - Ramp up on AI Use Cases, from Vector Search to AI Agents wi...
AWS Chicago
 
PDF
From Code to Challenge: Crafting Skill-Based Games That Engage and Reward
aiyshauae
 
PDF
Newgen Beyond Frankenstein_Build vs Buy_Digital_version.pdf
darshakparmar
 
PDF
Chris Elwell Woburn, MA - Passionate About IT Innovation
Chris Elwell Woburn, MA
 
PPTX
AUTOMATION AND ROBOTICS IN PHARMA INDUSTRY.pptx
sameeraaabegumm
 
PDF
How Startups Are Growing Faster with App Developers in Australia.pdf
India App Developer
 
PPTX
Q2 FY26 Tableau User Group Leader Quarterly Call
lward7
 
PDF
CIFDAQ Market Insights for July 7th 2025
CIFDAQ
 
PDF
"AI Transformation: Directions and Challenges", Pavlo Shaternik
Fwdays
 
PDF
Agentic AI lifecycle for Enterprise Hyper-Automation
Debmalya Biswas
 
PDF
SWEBOK Guide and Software Services Engineering Education
Hironori Washizaki
 
NewMind AI - Journal 100 Insights After The 100th Issue
NewMind AI
 
Transcript: New from BookNet Canada for 2025: BNC BiblioShare - Tech Forum 2025
BookNet Canada
 
OpenID AuthZEN - Analyst Briefing July 2025
David Brossard
 
July Patch Tuesday
Ivanti
 
CIFDAQ Token Spotlight for 9th July 2025
CIFDAQ
 
"Autonomy of LLM Agents: Current State and Future Prospects", Oles` Petriv
Fwdays
 
COMPARISON OF RASTER ANALYSIS TOOLS OF QGIS AND ARCGIS
Sharanya Sarkar
 
"Beyond English: Navigating the Challenges of Building a Ukrainian-language R...
Fwdays
 
Exolore The Essential AI Tools in 2025.pdf
Srinivasan M
 
Timothy Rottach - Ramp up on AI Use Cases, from Vector Search to AI Agents wi...
AWS Chicago
 
From Code to Challenge: Crafting Skill-Based Games That Engage and Reward
aiyshauae
 
Newgen Beyond Frankenstein_Build vs Buy_Digital_version.pdf
darshakparmar
 
Chris Elwell Woburn, MA - Passionate About IT Innovation
Chris Elwell Woburn, MA
 
AUTOMATION AND ROBOTICS IN PHARMA INDUSTRY.pptx
sameeraaabegumm
 
How Startups Are Growing Faster with App Developers in Australia.pdf
India App Developer
 
Q2 FY26 Tableau User Group Leader Quarterly Call
lward7
 
CIFDAQ Market Insights for July 7th 2025
CIFDAQ
 
"AI Transformation: Directions and Challenges", Pavlo Shaternik
Fwdays
 
Agentic AI lifecycle for Enterprise Hyper-Automation
Debmalya Biswas
 
SWEBOK Guide and Software Services Engineering Education
Hironori Washizaki
 

Java in the age of containers - JUG Frankfurt/M

  • 1. Java in the Age of Containers and Serverless Markus Eisele Director of Developer Advocacy, Lightbend JUG FFM
  • 3. 3
  • 4. Java developers worldwide of the Fortune 500 are using Java EE of companies use Java to build over 80% of their applications 10M+ 90% 43% Stability Specifications Availability of developers #1 #2 #3 4
  • 5. 5
  • 7. 7 “There are only two kinds of languages: the ones people complain about and the ones nobody uses.” — Bjarne Stroustrup “
  • 8. Vibrant and Lively Development 8 1997 SE 1.1 2000 SE 1.3 2011 SE 7 2017 SE 9 9/2018 SE 11 9/2019 SE 13 9/2020 SE 15 1998 SE 1.2 2002 SE 1.4 2006 SE 6 3/2018 SE 10 3/2019 SE 12 3/2020 SE 14 3/2021 SE 16 9/2021 SE 17 2014 SE 8 2004 SE 5
  • 9. Which versions of Java do you regularly use? 9 https://www.jetbrains.com/lp/devecosystem-2019/java/
  • 10. Java is Exciting! 10 New features in Java 8 – Lambdas, Streams Module system in Java 9 Java 10 going to Java 11 New feature release process! Figuring out a way around “LTS”! Playing with Jshell! Packaging with jlink!
  • 11. SharedCentralized Self Service “Big Iron” “Enterprise” “Cloud” Extreme Uptime (99.999) Custom Hardware Designed for availability (99.9) Commodity Hardware Replicated Designed for failure (99.999) Virtualized / Cloud Distributed Vertical Scaling Hardware High Availability Centralized Horizontal Scaling Software High Availability 11
  • 12. Clustered MonolithsOne Big Application Distributed Microservices “Big Iron” “Enterprise” “Cloud” 12 Clustered MonolithsOne Big Application Distributed Microservices “Big Iron” “Enterprise” “Cloud” 9
  • 13. What JDK to use? How is support working? 13Thanks @CGuntur! https://medium.com/@javachampions/java-is-still-free-c02aef8c9e04
  • 14. 14
  • 15. So far we only talked about deployment models and architectures … But what kind of applications and business models are the real drivers?
  • 16. Faster, More, Easier, Cheaper, Better. Number of Devices Connected to the Internet 16
  • 17. For many years the innovation around Java exclusively focused on performance. To support modern infrastructures (Moore’s Law) and developer productivity.
  • 18. Today
  • 20. Typical Java Application Memory Usage Start-up lag Over Peak Usage Thanks to @spoole167! 20
  • 21. Ideal Memory Usage Profile to Save $$$/€€€ 21
  • 22. The immediate challenge for Java and the JVM is to innovate faster – or lose to the competition.
  • 23. Low Latency/High Performance • Respect resource constraints • JDK-8179498: attach in Linux should be relative to /proc/pid/root and namespace aware as jcmd, jsack, etc. fail to attach (resolved in JDK 10) • JDK-8193710: jcmd –l and jps commands do not list Java processes running in Docker containers (resolved in JDK 11) • And more... JDK-8203357: Container Metrics (resolved in JDK 11.0.1) • JDK 11—JEP 318: Epsilon, i.e. No-Op, Garbage Collector (experimental) • Start fast • Moving Startup Costs to Build-Time • AOT • Run in small(er) images • Alpine, jlink, GraalVM Substrate 23
  • 26. New Challenges for Developers Systems that are too complex to run on your local machine • New development tooling • New deployment approaches 26 Proprietary APIs and non standard solutions that are hard to change • Black box services • Storage APIs New forms of applications that force developers to rethink established designs • 3-tier applications no longer suitable • Message and event driven systems • Streams
  • 27. The JVM Needs to Learn New Tricks Too • Offer good machine learning and data analysis capabilities • More data transformation and stream capabilities. • Problem partitioning features • Better/easier parallel execution • Work with optimized hardware (GPU, FPGA, ASIC, etc.) 27
  • 28. 28 The Day After Tomorrow
  • 29. 29
  • 30. 30
  • 31. What if We Don’t Change at All? 31
  • 32. Thank You Page Markus Eisele @myfear blog.eisele.net
  • 33. Reactive Microservices Architecture Written for architects and developers that must quickly gain a fundamental understanding of microservice-based architectures, this free O’Reilly report explores the journey from SOA to microservices, discusses approaches to dismantling your monolith, and reviews the key tenets of a Reactive microservice: • Isolate all the Things • Act Autonomously • Do One Thing, and Do It Well • Own Your State, Exclusively • Embrace Asynchronous Message-Passing • Stay Mobile, but Addressable • Collaborate as Systems to Solve Problems http://bit.ly/ReactiveMicroservice 33
  • 34. Developing Reactive Microservices The detailed example in this report is based on Lagom, a new framework that helps you follow the requirements for building distributed, reactive systems. • Get an overview of the Reactive Programming model and basic requirements for developing reactive microservices • Learn how to create base services, expose endpoints, and then connect them with a simple, web-based user interface • Understand how to deal with persistence, state, and clients • Use integration technologies to start a successful migration away from legacy systems http://bit.ly/DevelopReactiveMicroservice 34
  • 35. Modern Java EE Design Patterns • Understand the challenges of starting a greenfield development vs tearing apart an existing brownfield application into services • Examine your business domain to see if microservices would be a good fit • Explore best practices for automation, high availability, data separation, and performance • Align your development teams around business capabilities and responsibilities • Inspect design patterns such as aggregator, proxy, pipeline, or shared resources to model service interactions http://bit.ly/SustainableEnterprise 35