It is necessary to document how binary build feature (https://docs.openshift.com/enterprise/3.2/dev_guide/builds.html#binary-source) works for xPaaS images.

It seems that to get it running one has to execute oc start-build in this way
Prepare dir structure

<mydir>/deployments/<war,ear,jar artifacts>

Execute

oc start-build jboss-eap64-openshift --from-dir=<mydir>

The directory structure should be prepared either manually or as a part of build process like using http://maven.apache.org/plugins/maven-war-plugin/war-mojo.html#outputDirectory