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Portable battery-powered and aircraft-powered Wi-Fi boxes have become pardon the pun somewhat of a fixture on LCCs and indeed other operators that want a quick and easy wireless IFE and e-commerce platform for their passengers. AirFi, Anuvu, Bluebox Aviation Systems, Immfly, Inflight Dublin, and Lufthansa Systems are among the providers that have carved out meaningful business for their portable and semi-embedded Wi-Fi units, some by white-labeling other companies’ server-and-WAP hardware. But myriad other solutions are on offer from a wide variety of stakeholders. Now an Israeli start-up company called WhileFly has thrown its hat into the ring, insisting that its inflight server, which is already contracted for aircraft, is “the world’s most powerful”. Notably, WhileFly’s model sees it offering free hardware, software, content and maintenance to airlines, and sharing a portion of the revenues generated by the advertising and e-commerce activities facilitated ....