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

Keurig's Decision to Implement DRM Technology In Future Coffee Brewers - Essay Example This 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 main 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 company, 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 market as Keurig plans to take a monopoly position as they will not use their cheap coffee pods in the new machine. Keurigs chief executive officer claims that this will only boost the performance of their coffee market, meaning that the consumer will suffer from the increased coffee prices while innovation takes its new entry to the coffee market. This battle has eve n been transformed into litigation 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 Rogers’s 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 restraint 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 embrac ing the current technology.