diff --git a/README.md b/README.md
index 47d8caf7..b18632f0 100644
--- a/README.md
+++ b/README.md
@@ -5,18 +5,19 @@ This repository contains the source for the `gcr.io/google_appengine/jetty` [doc
 The layout of this image is intended to mostly mimic the official [docker-jetty](https://github.com/appropriate/docker-jetty) image and unless otherwise noted, the official [docker-jetty documentation](https://github.com/docker-library/docs/tree/master/jetty) should apply.
 
 ## Building the Jetty image
-To build the image you need git, docker and maven installed and to have the openjdk8:8-jre
+To build the image you need git, docker and maven installed and to have the openjdk:8
 image available in your docker repository:
 ```console
 git clone https://github.com/GoogleCloudPlatform/jetty-runtime.git
+cd jetty-runtime
 mvn clean install
 ```
 
 ## Running the Jetty image
-The resulting image is called jetty9:9.3.5.v20151012 (or the current jetty version as the label) 
+The resulting image is called jetty (with more specific tags also created)
 and can be run with:
 ```console
-docker run jetty9:9.3.5.v20151012
+docker run jetty
 ```
 ## Google Modules & Configuration
 The jetty base in this image has some additional google specific modules:
@@ -37,13 +38,13 @@ The request log also defaults to log into `/var/log/app_engine/` by the
 Arguments passed to the docker run command are passed to Jetty, so the 
 configuration of the jetty server can be seen with a command like:
 ```console
-docker run jetty9:9.3.5.v20151012 --list-config
+docker run jetty --list-config
 ```
 
 Alternate commands can also be passed to the docker run command, so the
 image can be explored with 
 ```console
-docker run t --rm jetty9:9.3.5.v20151012 bash
+docker run -it --rm jetty bash
 ```
 
 To update the server configuration in a derived Docker image, the `Dockerfile` may
@@ -52,7 +53,7 @@ enable additional modules with `RUN` commands like:
 WORKDIR $JETTY_BASE
 RUN java -jar "$JETTY_HOME/start.jar" --add-to-startd=jmx,stats
 ```
-Modules may be configured in a `Dockerfile` by editing the properties in the corresponding `/var/lib/jetty/start.d/*.mod` file or the module can be deactivated by removing that file.
+Modules may be configured in a `Dockerfile` by editing the properties in the corresponding mod files in `/var/lib/jetty/start.d/` or the module can be deactivated by removing that file.
 
 ## App Engine Flexible Environment
 This image works with App Engine Flexible Environment as a custom runtime.
@@ -80,18 +81,19 @@ The entry point for the image is [docker-entrypoint.bash](https://github.com/Goo
 
 If the default command (java) is used, then the entry point sources the [setup-env.bash](https://github.com/GoogleCloudPlatform/openjdk-runtime/blob/master/openjdk8/src/main/docker/setup-env.bash), which looks for supported features to be enabled and/or configured.  The following table indicates the environment variables that may be used to enable/disable/configure features, any default values if they are not set: 
 
-|Env Var           | Description         | Type     | Default                               |
-|------------------|---------------------|----------|---------------------------------------|
-|`DBG_ENABLE`      | Stackdriver Debugger| boolean  | `true`                                |
-|`TMPDIR`          | Temporary Directory | dirname  |                                       |
-|`JAVA_TMP_OPTS`   | JVM tmpdir args     | JVM args | `-Djava.io.tmpdir=${TMPDIR}`          |
-|`HEAP_SIZE`       | Available heap      | size     | Derived from `/proc/meminfo`          |
-|`JAVA_HEAP_OPTS`  | JVM heap args       | JVM args | `-Xms${HEAP_SIZE} -Xmx${HEAP_SIZE}`   |
-|`JAVA_GC_OPTS`    | JVM GC args         | JVM args | `-XX:+UseG1GC` plus configuration     |
-|`JAVA_GC_LOG`     | JVM GC log file     | filename |                                       |
-|`JAVA_GC_LOG_OPTS`| JVM GC args         | JVM args | Derived from `$JAVA_GC_LOG`           |
-|`JAVA_USER_OPTS`  | JVM other args      | JVM args |                                       |
-|`JAVA_OPTS`       | JVM args            | JVM args | See below                             |
+|Env Var           | Description         | Type     | Default                                     |
+|------------------|---------------------|----------|---------------------------------------------|
+|`DBG_ENABLE`      | Stackdriver Debugger| boolean  | `true`                                      |
+|`TMPDIR`          | Temporary Directory | dirname  |                                             |
+|`JAVA_TMP_OPTS`   | JVM tmpdir args     | JVM args | `-Djava.io.tmpdir=${TMPDIR}`                |
+|`GAE_MEMORY_MB`   | Available memory    | size     | Set by GAE or `/proc/meminfo`-400M          |
+|`HEAP_SIZE_MB`    | Available heap      | size     | 80% of `${GAE_MEMORY_MB}`                   |
+|`JAVA_HEAP_OPTS`  | JVM heap args       | JVM args | `-Xms${HEAP_SIZE_MB}M -Xmx${HEAP_SIZE_MB}M` |
+|`JAVA_GC_OPTS`    | JVM GC args         | JVM args | `-XX:+UseG1GC` plus configuration           |
+|`JAVA_GC_LOG`     | JVM GC log file     | filename |                                             |
+|`JAVA_GC_LOG_OPTS`| JVM GC args         | JVM args | Derived from `$JAVA_GC_LOG`                 |
+|`JAVA_USER_OPTS`  | JVM other args      | JVM args |                                             |
+|`JAVA_OPTS`       | JVM args            | JVM args | See below                                   |
 
 If not explicitly set, `JAVA_OPTS` is defaulted to 
 ```
diff --git a/jetty9-base/pom.xml b/jetty9-base/pom.xml
index c5df1d2a..eb0e2347 100644
--- a/jetty9-base/pom.xml
+++ b/jetty9-base/pom.xml
@@ -38,7 +38,7 @@
     <dependency>
       <groupId>org.eclipse.jetty</groupId>
       <artifactId>jetty-server</artifactId>
-      <version>${jetty.version}</version>
+      <version>${jetty9.version}</version>
       <type>jar</type>
       <scope>provided</scope>
     </dependency>
@@ -90,7 +90,7 @@
                 <artifactItem>
                   <groupId>org.eclipse.jetty</groupId>
                   <artifactId>jetty-distribution</artifactId>
-                  <version>${jetty.version}</version>
+                  <version>${jetty9.version}</version>
                   <type>tar.gz</type>
                   <overWrite>true</overWrite>
                   <includes>**</includes>
@@ -134,7 +134,7 @@
           <workingDirectory>${project.build.directory}/jetty-base</workingDirectory>
           <arguments>
             <argument>-jar</argument>
-            <argument>../jetty-distribution-${jetty.version}/start.jar</argument>
+            <argument>../jetty-distribution-${jetty9.version}/start.jar</argument>
             <argument>--add-to-startd=http,deploy,jsp,jstl,http-forwarded,resources,gae</argument>
           </arguments>
         </configuration>
diff --git a/jetty9/pom.xml b/jetty9/pom.xml
index e591fe2e..eaf8850f 100644
--- a/jetty9/pom.xml
+++ b/jetty9/pom.xml
@@ -38,7 +38,6 @@
   </dependencies>
 
   <build>
-
     <plugins>
       <plugin>
         <artifactId>maven-resources-plugin</artifactId>
@@ -79,7 +78,7 @@
                 <artifactItem>
                   <groupId>org.eclipse.jetty</groupId>
                   <artifactId>jetty-distribution</artifactId>
-                  <version>${jetty.version}</version>
+                  <version>${jetty9.version}</version>
                   <type>tar.gz</type>
                   <overWrite>true</overWrite>
                   <includes>**</includes>
@@ -123,9 +122,10 @@
               <goal>build</goal>
             </goals>
             <configuration>
-              <imageName>jetty9</imageName>
+              <imageName>jetty</imageName>
               <imageTags>
-                <imageTag>${docker.tag}</imageTag>
+                <imageTag>${docker.tag.short}</imageTag>
+                <imageTag>${docker.tag.long}</imageTag>
               </imageTags>
               <dockerDirectory>${project.build.directory}/docker</dockerDirectory>
             </configuration>
@@ -137,9 +137,10 @@
               <goal>removeImage</goal>
             </goals>
             <configuration>
-              <imageName>jetty9</imageName>
+              <imageName>jetty</imageName>
               <imageTags>
-                <imageTag>${docker.tag}</imageTag>
+                <imageTag>${docker.tag.short}</imageTag>
+                <imageTag>${docker.tag.long}</imageTag>
               </imageTags>
             </configuration>
           </execution>
diff --git a/jetty9/src/main/docker/Dockerfile b/jetty9/src/main/docker/Dockerfile
index be13ed7a..ef89d915 100644
--- a/jetty9/src/main/docker/Dockerfile
+++ b/jetty9/src/main/docker/Dockerfile
@@ -19,9 +19,9 @@ RUN groupadd -r jetty \
  && useradd -r -g jetty jetty
 
 # Create env vars to identify image
-ENV GAE_IMAGE_NAME ${project.artifactId}
-ENV GAE_IMAGE_LABEL ${docker.tag}
-ENV GAE_IMAGE_VERSION ${project.version}
+ENV JETTY_VERSION ${jetty9.version}
+ENV GAE_IMAGE_NAME jetty
+ENV GAE_IMAGE_LABEL ${docker.tag.long}
 
 # Create Jetty Home
 ENV JETTY_HOME /usr/local/jetty
diff --git a/pom.xml b/pom.xml
index c95412ca..3bac3990 100644
--- a/pom.xml
+++ b/pom.xml
@@ -32,11 +32,16 @@
   <properties>
     <project.build.sourceEncoding>UTF-8</project.build.sourceEncoding>
     <project.reporting.outputEncoding>UTF-8</project.reporting.outputEncoding>
-    <maven.build.timestamp.format>yyyyMMddHHmm</maven.build.timestamp.format>
-    <jetty.version>9.3.8.v20160314</jetty.version>
+    <maven.build.timestamp.format>yyyy-MM-dd_HH_mm</maven.build.timestamp.format>
     <appengine.api.version>1.9.40</appengine.api.version>
-    <docker.tag>${jetty.version}</docker.tag>
-    <docker.openjdk.image>openjdk8:8-jre</docker.openjdk.image>
+    <jetty9.minor.version>3</jetty9.minor.version>
+    <jetty9.dot.version>8</jetty9.dot.version>
+    <jetty9.version>9.${jetty9.minor.version}.${jetty9.dot.version}.v20160314</jetty9.version>
+    <docker.tag.prefix></docker.tag.prefix>
+    <docker.tag.short>${docker.tag.prefix}9.${jetty9.minor.version}</docker.tag.short>
+    <docker.tag.long>${docker.tag.prefix}9.${jetty9.minor.version}-${maven.build.timestamp}</docker.tag.long>
+
+    <docker.openjdk.image>openjdk:8</docker.openjdk.image>
   </properties>
 
   <developers>