Keurig's Decision to Implement DRM Technology In Future Coffee Brewers Essay

Keurigs Decision to Implement DRM Technology In Future cocoa Brewers - Essay ExampleThis research will begin with the statement that with Keurig planning to expand its coffee brewing business to new levels, they have seen protecting their digital rights as the master(prenominal) step to move forward as they keep off the third party from their operations. With competition also in place from its main rivals Treehouse foods and Rogers family confederacy, how well Keurig survives with its new technology is yet to be seen as both competitors have sued Keurig for unfair competition for creating a monopoly. The great coffee war in 2014 is coming with Keurig taking that direction, third parties will not have a way in the coffee securities industry as Keurig plans to take a monopoly repose as they will not use their cheap coffee pods in the new machine. Keurigs chief executive officer claims that this will only boost the capital punishment of their coffee market, meaning that the consum er will suffer from the increased coffee prices while innovation takes its new entry to the coffee market. This dispute has even been transformed into judicial proceeding as Treehouse food sued Green mountain coffee the parent company of Keurig back in February this year claiming that Keurig has been involved in the unfair competition, in the market by creating a monopoly environment that would see the company drive many form the coffee brewing market. Another war is also coming as Rogerss family company also considering litigation on the same. Jon Rogers claims that if Green mountain coffee is allowed to introduce the Keurig 2.0 machine with digital restrictions in it, this will amount to constraint in trade, and this would mean that Keurig 1.0 was the only brewer in the market. How this plays in the next coming months will be interesting to follow as the coffee giants battle it in the corridors of justice. The Keurig 2.0 with digital rights management will block unlicensed K-cup alternatives used by coffee brewers it is of great importance to any big and historical company to protect its heritage by embracing the current technology.