The concept is great - minimize dead time in flight by going online. Straightforward, right? For a passenger maybe. But for firms in this space - both vendors and airlines, the business models are unsettled. David Friedman and Arman Afsar are both industry veterans. They share their thoughts on the industry and its challenges with pricing, access, content and that bugbear - in seat power. In the end, we agree the industry remains uncertain - exploring for a revenue recipe that works for vendors, airlines and of course passengers.