AeroMobile's Inflight Network | How Does It Work?

You are right, it requires the de-activation of the airplane mode, but they also offer

Wi-Fi Roaming | AeroMobile Communications Ltd

So, I guess it depends on what service is on board of the actual airplane (via mobile network or via wifi).

I think the importance is that airplane mode is turned on during take-off and landing (when this service is not available).