Keurig backs down on 2.0... [General]
2015 May 10
Keurig hasn't really backed down on the DRM technology, all they are doing is reintroducing the refillable My K Cup. The DRM is still in place. But, for now, a piece of tape over the scanner seems to defeat it.
I wouldn't use a Keurig anyway. Life is too short for crappy coffee. Water doesn't pass through the grounds effectively.
www.wired.com
“Quite honestly, we were wrong,” explained Kelley on a call with analysts to discuss earnings this week. “We underestimated the passion that consumer had for this… We shouldn’t have taken it away.”
The victory’s not quite complete; the My K-Cup won’t be back on the market until this holiday season, and Kelley made an effort to downplay its significance in the same breaths with which he announced its return. “It was a nice convenience for our very, very loyal and heavy user,” Kelley said. “They didn’t use it frequently, but they used it,” making the My K-Cup sound more like an old box of Q-Tips than an integral part of one’s morning routine.
The deeper issue of Keurig 2.0 DRM remains as well. While Keurig spokesperson Kate Binette told WIRED that the company offers an impressive 500 varieties from over 70 brands—including 25 new additions in the last year—its machines are still only capable of working with pods from “partners in the system,” as Binette calls them.
I wouldn't use a Keurig anyway. Life is too short for crappy coffee. Water doesn't pass through the grounds effectively.
www.wired.com
“Quite honestly, we were wrong,” explained Kelley on a call with analysts to discuss earnings this week. “We underestimated the passion that consumer had for this… We shouldn’t have taken it away.”
The victory’s not quite complete; the My K-Cup won’t be back on the market until this holiday season, and Kelley made an effort to downplay its significance in the same breaths with which he announced its return. “It was a nice convenience for our very, very loyal and heavy user,” Kelley said. “They didn’t use it frequently, but they used it,” making the My K-Cup sound more like an old box of Q-Tips than an integral part of one’s morning routine.
The deeper issue of Keurig 2.0 DRM remains as well. While Keurig spokesperson Kate Binette told WIRED that the company offers an impressive 500 varieties from over 70 brands—including 25 new additions in the last year—its machines are still only capable of working with pods from “partners in the system,” as Binette calls them.
Andy
Still don't address biodegradability, high cost, low quality coffee, etc., but relents on forcing consumers to buy only their coffee.