U.S. airline executives say they will continue to focus on ancillary revenue. "We're really about the core product and how you purchase up," said JetBlue Airways CEO David Barger. "I think people really appreciate the fact that the living space on the aircraft is something that people will pay a premium for." At a J.P. Morgan conference, Barger spoke about the carrier's rollout of Wi-Fi, which will be free on the first 30 A320 aircraft, and said the promotional free Wi-Fi pricing could become permanent. "[W]e're evaluating pricing into the future, including keeping it free, and so we'll see how that plays out," he said.