This white paper discusses the need for new data management solutions to handle big data applications. It introduces the Java Persistence API (JPA) as an open standard for data management that provides benefits over proprietary APIs. JPA was originally designed for relational databases but this paper argues that extending JPA to support NoSQL databases could make it the standard Java API for both SQL and NoSQL solutions, improving flexibility. It acknowledges some limitations of using JPA and object-relational mapping for complex big data models.