HBase as the NoSQL database of choice in the Hadoop ecosystem has already been proven itself in scale and in many mission critical workloads in hundreds of companies. Phoenix as the SQL layer on top of HBase, has been increasingly becoming the tool of choice as the perfect complementary for HBase. Phoenix is now being used more and more for super low latency querying and fast analytics across a large number of users in production deployments. In this talk, we will cover what makes Phoenix attractive among current and prospective HBase users, like SQL support, JDBC, data modeling, secondary indexing, UDFs, and also go over recent improvements like Query Server, ODBC drivers, ACID transactions, Spark integration, etc. We will conclude by looking into items in the pipeline and how Phoenix and HBase interacts with other engines like Hive and Spark.