1ChapterOne:QuantifyingthecommercialopportunitiesofpassengerconnectivityfortheglobalairlineindustryInassociationwithDrAlexanderGrousDepartmentofMediaandCommunicationsLondonSchoolofEconomicsandPoliticalScienceSKYHIGHECONOMICSSKYHIGHECONOMICS12ContentsForeword,byFrederikvanEssen2Executivesummary3BroadbandintheSkybyRobinMansell5DrAlexanderGrousBiography7SkyHighEconomics:ChapterOne8Overview9Marketdrivers10Researchapproach14Airlinepassengergrowth17Ancillaryrevenueforecastsummary17Averagerevenuecontribution23Broadband-enabledancillaryrevenue26Regionalsegmentation27Fullservicecarriersandlowcostcarriers30Regionalbroadband-enabledrevenuecategories36Advertising37Advertising:Pageimpressionsandpayperclick37Advertising:Ad-supportingfreebroadbandconnectivity40Broadbandaccessrevenue43Premiumcontent46E-commerceanddestina