Row 44 to unveil new ancillary revenue tool for in-flight Wi-Fi

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In-flight connectivity service provider Row 44 next week will unveil a new ancillary revenue tool that will enable airlines to "monetize in-flight broadband even among passengers who do not pay for web access".

Specific details of the tool have not been disclosed. However, Row 44, which is working in conjunction with several content, advertising and technology partners, assures it will be "the first revenue service of its kind flying".

Row 44's Ku-band satellite-based connectivity system is currently installed on four Southwest Airlines 737s and a single Alaska Airlines 737. Southwest has opted to roll out the system across its fleet beginning in the first quarter.

Row 44's announcement comes at a time when a growing number of industry stakeholders are questioning the viability of fee-for-service models for in-flight Internet.