Row44 raises another $37M to let fliers browse the net 30,000 feet above

If you’re not reaching, engaging, and monetizing customers on mobile, you’re likely losing them to someone else. Register now for the 8th annual MobileBeat, July 13-14, where the best and brightest will be exploring the latest strategies and tactics in the mobile space.

Row44, a provider of internet connectivity for flight passengers, announced on Thursday it raised an additional $37 million in its second round of funding led by PAR Capital Management.

The investment comes as in-flight wireless has become a de facto standard for long-distance flights, with supergiants like Aircell — which provides the Gogo in-flight wireless service — competing for airlines and their customers. A report by Bloomberg Businessweek suggested that in-flight wireless revenue could reach as much as $100 million this year alone.

This brings up the total amount of funding for Row44 to $58 million, after an earlier $21 million fundraising round, again led by PAR capital. Additional investment came from Larry Kellner, president of Emerald Creek Group and former CEO of Continental Airlines — perhaps an indication of the airlines Row 44 may be courting to provide its wireless service.

Just about eight months earlier, rival Aircell raised a massive $176 million for the same purpose. Row 44 also competes with On Air and the Verizon Airfone for the same space.