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This week, AT&T announced it will offer Wi- Fi service on U.S. flights next year.

Until this week, the in-flight internet business was dominated by Gogo.

Roger Entner, with Recon Analytics, says the challenge for AT&T is that only a small fraction of passengers actually use Wi-Fi on flights.

“AT&T is looking at it and says if we bring down price, and we accelerate the speed, more people will use it and then it will become a bigger market.”