address issue #3

add direct serialization of Jdk + Writable types
introduce serialization package similar to ES xcontent
add direct json serialization for pig types
add test for converting pig to json
rename PigValueWriter
add json serializer for Hive lazy types
add generic support for numbers
add timestamp as a future supported type
add support for Hive writable types
includes support for Hive 0.11 DecimalWritable
reuse key object inside RecordReader
integrate direct to json serialization into Hive and Cascading
introduce BytesArrays to easily pass/reference byte[]
improve Hive to JSON serialization bypassing byte[] copying
reduce the number of object copies created during serialization
improve logging for debug purposes
fix some tests along the way
remove old, to Object, serialization
update readme regarding the ES version required (0.90)