JetBlue pioneered Direct satellite TV services and now seems poised to offer Internet and new phone services on board with the successful winning bid on Air-Ground wireless license announced on Saturday. For some time I and others have been talking about U-Commerce (ubiquitous connectivity). The idea of the always connected consumer is quickly becoming the reality and it is nice to see JetBlue lead this innovation. Of course wireless Internet is nothing new as Boeing's Connexion has been deployed on long haul international routes for some time. Every segment of the travel industry needs to start planning today for the U-Commerce wave developing applications and strategies that assist the leisure and business traveler while they are in transit.