A domestic airline carrier is considering implementing in-flight connectivity (IFC) to stay competitive. The case explores key considerations for the go-to-market strategy, including business models, pricing, vendor selection, and break-even analysis. Candidates analyze different IFC models, calculate the required take rate for break-even, and identify drivers of IFC adoption. The case emphasizes the importance of balancing revenue maximization with user experience, considering technological limitations, and making strategic decisions in a nascent market with long-term implications.