Norwegian airline's bid for global expansion
13 June 2013 Last updated at 00:12 BST
Bjorn Kjos, co-founder of airline Norwegian Air Shuttle, believes the time is right to launch a budget, low-cost long-haul service.
But it is a business model that other airlines have tried - and failed to make work.
He explains why he believes that the new generation of fuel-efficient aircraft coming onto the market, such as the Boeing Dreamliner, will mean he can succeed where others have failed.
"You can now provide a very good product at low price, and that will always be in Norwegian's philosophy," he tells the BBC.