GoGo has been bleeding money...
They still aren't turning a profit.
I don't remember the exact numbers, but GoGo is only getting about half as many users as they need to break even.
I don't think these are the right numbers, but for example: they need about 20% of the passengers on each plane with GoGo service to pay for the service during the flight, and they are only getting about 10%.
The percentage has been increasing slowly. But, it's still a long way away from profitability. And GoGo raised monthly subscription prices at the beginning of last year. That led to my cancellation, although I was already considering it because I wasn't traveling as much.
AT&T may compete on price, but I doubt it will be the price to the consumer. They are likely to offer the airline a better deal (fixed fees, revenue sharing) in order to displace the incumbent GoGo.
Just buy GoGo....
It will be less expensive then starting from scratch, plus you could promote that AT&T Internet or Wireless customers get free access, just like they did with their WiFi HotSpots.