Passengers are happier when they have a good idea what they'll spend before they show up at the airport. SAS can charge a bit more, and still make people happy.
SITA's solution lets smaller airlines raise their mobile game. But truthfully, there are plenty of big airlines (hello, United) that need help with mobile, too.
Onboard Wi-Fi isn't as simple as slapping on an antennae and charging to access the Internet. Airlines will need to develop smart models that give something away in order to make money from services people (of all ages) don't mind paying for.