Boeing's in-flight broadband service, Connexion, may have a new competitor in JetBlue Airways, which on Friday won an auction for a chunk of wireless spectrum that could be used for in-flight telephone and Internet.

The Associated Press reports that JetBlue won the bid for a paltry $7 million through its entertainment subsidiary, LiveTV. The spectrum isn't limited to just JetBlue, and LiveTV could offer the service to other airlines.

Boeing's Connexion uses satellite-based Internet access, not wireless spectrum, through mostly international airlines like Lufthansa, El Al and Asiana Airlines. Prices start at $10 anhour.