The people making the production with the approval of the studio. It will piss off some, I agree. Regardless of what they call it, the universe needs to be modernized if Trek is going to survive. It will be better in the long run if they can just run wild (with good stories of course). It's hard enough to make good television without hampering the writers with mandates that only a sliver of the viewers will even remember, much less care about.And who gets to choose which part of canon stays and goes? Ditching canon is just going to piss people off.
Think of the Abrams films as a proof of concept that the universe can be successfully rebooted, reimagined, whatever. Now they need to do it with the TV universe where it matters. Where all the good toys are. It'll only sting for a bit and we'll be better off in the long run.