Eldert Grootenboer
Principal Product Manager @Microsoft | #Azure Service Bus | Former #Azure MVP | Community Enthousiast
Seattle, Washington, United States
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Eldert is always enthusiastic about embarking on new journeys with the Cloud, and Azure in particular. He is very passionate about growing his dreams and teams, and goes above and beyond to help those with the same spark. Eldert comes from a background as a cloud solution architect and Technology Lead, was an Azure MVP for 5 consecutive years, and is now working as a Principal Product Manager at Microsoft for Azure Service Bus.
Always having a smile on his face, Eldert can be found delivering noteworthy sessions at in-person conferences, meetups, and online platforms. He values sharing and spreading knowledge while building genuine connections regardless of background and expertise. His goal is to bring people closer and work together to influence the outcome and optimize the future of Cloud technologies.
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Duplicate Messages as a Feature of Reliable Messaging
Message brokers are built to survive failure, not to prevent it. Retries, consumer crashes, lock expiration, scaling events, and recovery workflows are signs of properly working brokers, but they all have one important consequence: duplicate message delivery. Duplicate messages are not an error condition; they are an inherent feature of reliability.
This session reframes idempotency as a first‑class architectural concern rather than a defensive coding trick. Instead of asking how to avoid duplicates, we explore how reliable messaging systems work, why duplicate delivery is unavoidable, and how to design message consumers that make duplicates harmless, observable, and auditable. We break down the common sources of duplicate delivery and walk through practical design patterns that turn at‑least‑once delivery into safe outcomes. Finally, we connect idempotency to replay safety and auditability. Systems that truly handle duplicates well can be safely reprocessed during incident recovery, data fixes, or regulatory audits. And all this without fear of double charging, duplicate provisioning, or inconsistent state.
You will leave with a clear understanding of reliable messaging, concrete design patterns that can be applied immediately, and a checklist for building message‑driven systems where duplicate messages are expected, intentional, and safe.
How Distributed Systems Speak using Messages, Events, and Streams
Distributed systems speak in different ways, yet commands, events, and streams are often mixed together and misused as if they were interchangeable. When communication styles are misunderstood, message brokers become overloaded with responsibilities they were never designed for, leading to unnecessary complexity, performance degradation, lost features, and often functional and technical issues.
This session introduces a deeper explanation of how distributed systems communicate. Messages express intent, asking the system to perform work. Events express facts, describing something that has already happened. Streams represent ordered histories that can be replayed and reprocessed over time. Treating these communication styles as the same thing creates fragile architectures. Using real customer scenarios, we explore how each communication style maps naturally to different architectural backbones, what goes wrong when meaning and backbone do not align, and how communication choices directly influence system capabilities and constraints.
Attendees leave with a clearer understanding of messages, events, and streams, along with concrete decision criteria to avoid accidental complexity before it hardens into technical debt.
Why Modern Architectures Need Messaging
Many teams eventually ask the same question: why should we introduce messaging? Direct calls between services are simple to understand and easy to implement, yet most non‑trivial systems eventually add messaging. This session explores why.
Messaging does not come without its own challenges. It introduces new concepts, operational complexity, and additional failure modes. Used without care, it can make systems harder to reason about and maintain. Used intentionally, however, messaging helps address architectural challenges that emerge as systems grow, become distributed, and evolve.
In this session, we step back to focus on the architectural reasons messaging exists. We examine when direct communication starts to break down and what problems messaging is designed to solve, such as decoupling components, handling scale mismatches, increasing resilience, and enabling asynchronous workflows. We also distinguish between different forms of messaging. Messages, events, and streams serve different purposes, and choosing between them shapes both system behavior and long‑term maintainability.
Attendees will leave with a clear understanding of when and why messaging belongs in an architecture, how to recognize the patterns it enables, and how to make more informed design decisions.
Let's pop the hood on Azure Service Bus
Azure Service Bus is a fully managed enterprise message broker trusted by a wide variety of customers. It is also a crucial part of the core architecture of Azure and many other Microsoft services, enabling scalability to any workload. In this session, the product group will pop the hood on Service Bus, providing you with an in-depth look at how it is built, how it operates, and the components that make it tick.
We will explore the decisions made during the design and development of Azure Service Bus, giving you a better understanding of its inner workings. Whether you are already using Service Bus and want to maximize your use of its capabilities, or you are curious about what is involved with building a cloud-scale messaging broker, this session will provide you with deep knowledge about messaging in general and Service Bus specifically. Join us to learn how you can leverage these insights for your own benefit.
From hello world to running in production with Azure Service Bus
Azure Service Bus is at the heart of many workloads that use messaging to convey commands and data between various systems and ensure that we can work in a decoupled, scalable, and distributed manner. As such, when working with Azure Service Bus, there are many aspects to consider as we move from development to production. We need to develop the solution with an understanding of the intricacies involved. Testing is crucial, both in isolation and as part of the larger workload. And of course, we need to deploy it to production and monitor its behavior for any inconsistencies.
In this session, you will learn about the various tools, patterns, and methods to build your Azure Service Bus solution. We will discuss and demonstrate best practices on how to test for functionality, performance, and security. Next, you will get to know how to transition from a development environment to production in a controlled and repeatable way. Finally, we will implement monitoring and insights to establish a continuous feedback loop, allowing for constant improvement of your solutions.
Moreover, along the way in this demo-filled session, you will gain insights into the inner workings of Azure Service Bus directly from the product group. We will discuss how and why certain decisions were made when building the product, and how your feedback can help shape its future.
Impactful mentorship - 2 sides of a story
When starting to engage with the community, it can be hard to find your own way. There is a lot of information around conferences, giving presentations, setting up blogs, and much more. However, initially we might not know where to start, and where to find the right places to convey our story. This is where those who have been around in the community can really help by providing mentorship.
In this session Olena will tell about her experiences as a new speaker, and how having a mentor has helped her on this journey. Additionally, Eldert will share which insights he has gained by being a mentor.
Come join this session if you want to know more about starting on your own path, whether you are new in the community, or want to find out how you can give back more.
If this session gets selected, please also include one of Eldert's technical sessions. This is so I can justify T&E costs / time out of office with my manager.
The latest and greatest from Azure Service Bus
As the program manager of Azure Service Bus, it is always amazing to share the latest developments of our service. It allows us get direct feedback from the community, and ensures that we are building the right product for your scenarios.
In this session we will have a look at recently delivered features, and what we are currently working on. You will get a chance to hear all about these latest developments, how we are building them, and why we made certain choices.
And who knows, we might even have a look at what is coming up on the roadmap! This will be your chance to see what is coming in the next months, and give your feedback which will help us give shape to these features.
This is a constantly changing session as we bring out new features, so no session will ever be the same twice.
Migrating your messaging workloads to the Cloud with Azure Service Bus
Still running messaging workloads on your own IBM MQ, TIBCO EMS, JBoss A-MQ or another JMS 2.0 broker infrastructure? If so, a lot of your time probably goes into operations, maintenance, and license management, instead of focusing on bringing value to the business. Wouldn't it be great if we could simply move these workloads to a fully managed PaaS service, immediately modernizing our solutions with minimal effort?
With the JMS 2.0 capabilities of Service Bus it is now possible to switch your workloads to take full advantage of the power of the Cloud, while using your existing tooling and systems. By leveraging these capabilities you can focus on building the right solutions, without needing to worry about the underlying infrastructure. Whether your systems live on-premises, or in the Cloud, we can easily connect them, just by changing a connection string. And with that, we can now take advantage of all the opportunities which Azure offers us, like flexible scaling, high redundancy, all that with a cost efficient model.
Don't put your messages in a bottle; Implement messaging patterns
When building enterprise solutions, messages are the heart of our communication. They convey commands and data between various systems and ensure that we can work in a decoupled, scalable, and distributed manner. Our messages represent value, so we can't just slip them in a bottle, toss them into the ocean, and hope they arrive at their destination. Instead, we need a messaging backbone that can provide resilience and stability. Therefore, we implement proven messaging patterns, to ensure they are handled with the care they deserve.
In this session we will have a look at these messaging patterns, and how they can help in modern software architecture. As a result we come to understand how secure and reliable communication help us solve complex messaging challenges.
Come and learn about handling transactions involving different systems, implementing data consistency across them, and controlling intermittent and critical failures. The patterns explained in this session are vendor agnostic, we will use Azure Service Bus to explain some of the specifics, however they can be applied to any message broker.
Implementing an Event Sourcing strategy on Azure
In recent years the Event Sourcing pattern has become increasingly popular. By storing a history of events, it enables us to decouple the storage of data from the implementation of the logic around it. And we can rebuild the state of our data to any point in time, giving us a wide range of opportunities around auditing and compensation.
In this demo-heavy session you will learn how we can use various Azure services such as Event Hubs, Event Grid, and Service Bus to process and store these events to build our own event store based on Cosmos DB. Moreover, we will also dive into options around connecting to other Azure services and even Kafka applications to easily implement this popular pattern in our own solutions.
This session introduces us to the basics of the Event Sourcing pattern, after which we dive into the options which Azure Event Hubs provides us to implement this. Expect an interactive session with demo's and best practices, and how to leverage the power of Azure to create even better solutions.
Securing Azure Service Bus for the Enterprise
Your messages represent value, so you want to ensure they are secure from attackers and prying eyes. But how can you make sure that we only allow systems that we trust to reach Service Bus? How do we guarantee that these messages are encrypted? And how to assure that only authenticated users and applications can communicate with their own queues, topics, and subscriptions?
In this session you will learn all about the various security mechanisms which Service Bus provides, and how you can leverage them to keep your messages secure. We will dive into a variety of topics, such as the differences between using Shared Access Signatures and Azure Active Directory, setting up the right level of network security, and leveraging encryption of your messages, both during transport and while they are being stored.
You should not have to worry about your message security, but instead focus on bringing value to your solutions. After attending this session you will know exactly how to secure your messages and when to leverage specific security mechanisms.
A comprehensive guide to the Azure messaging services
As our architectures are becoming increasingly distributed, messaging has become an integral part of building scalable and reliable solutions. However, with the vast array of messaging options available, it is not always easy to choose the right type of messaging that suits your specific needs. From messages to events, from streams to publish and subscribe, the different options can become overwhelming.
In this session, we will provide a comprehensive overview of the different types of messaging, their pros and cons, and how to choose the right type of messaging for your solutions. We will discuss the different Azure messaging services, such as Azure Service Bus, Event Hubs, and Event Grid, and how to leverage these services to implement messaging in your solutions.
By attending this session, you will gain knowledge and skills necessary to choose the right type of messaging for your project and implement this using Azure messaging services. Upon completion of this session, you will be understand the intricacies of all these different options, placing the world of messaging at your feet.
Engineering for Performance and Scalability on Azure Service Bus
As cloud-native architectures continue to evolve, messaging systems like Azure Service Bus are playing an increasingly critical role in enabling scalable, reliable communication between distributed components. But with scale comes complexity, and ensuring optimal performance isn’t always straightforward.
In this session, we will explore the real-world challenges of tuning Azure Service Bus for high performance and throughput. We start by identifying common bottlenecks and architectural pitfalls, then walk through practical strategies to overcome them. You will gain a clear understanding of how to reduce latency, improve message throughput, and build systems that scale with confidence.
Moreover, there will also be highlights of recently released and upcoming features in Azure Service Bus that are built specifically to enhance performance and scalability. From message batching and concurrent processing to advanced configuration patterns, you’ll learn how to make the most of what Service Bus offers.
Whether you're building new solutions or optimizing existing ones, this session will provide you with actionable insights and proven techniques. Join us to discover how to unlock the full potential of Azure Service Bus and deliver high-performance, scalable solutions in the cloud.
Engineering for Reliability and Stability in the Azure Messaging Services
Anything that can go wrong will go wrong at some point, so it is best to come prepared. Whether you are in the cloud or running your own data center, there is always a risk of power outages, hardware failures, natural disasters, or other unexpected events. These can be especially impactful for critical components in your architecture, such as your message broker. In this session, we explore capabilities that enhance the reliability and stability of Azure Messaging services, specifically Service Bus and Event Hubs.
We first look at high-availability options provided by Azure, including transient error handling and Availability Zones, which offer a solid foundation for building reliable workloads. Furthermore, we also examine advanced features that provide additional resilience in unexpected situations, such as Geo-Replication.
Our recommendations are not limited to the platform itself. We also cover improvements you can implement when building and hosting applications, including retry and exception handling, and the various hosting models available for clients.
By attending this session, you will learn practical tips and guidelines directly from the Azure Messaging product group, helping you prepare for unplanned events and maintain confidence in the reliability of your systems.
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Global organizer and one of the founders of the Global Integration Bootcamp, one of the largest integration focused events with locations all across the world.
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Global organizer and one of the founders of the Global Integration Bootcamp, one of the largest integration focused events with locations all across the world.
Speaker for session on IoT.
Up close and personal with the Microsoft Integration Stack
Serverless integration and IoT session.
Eldert Grootenboer
Principal Product Manager @Microsoft | #Azure Service Bus | Former #Azure MVP | Community Enthousiast
Seattle, Washington, United States
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