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00:00ABOARD THE PLANE, INCLUDING HIGH-SPEED WI-FI. CORY JOHNSON JOINS US NOW. CORY: RICHARD BRANSON FLYING RIGHT NOW SOMEWHERE -- JOINING US -- YOU APPEAR TO BE IN FIRST CLASS, NATURALLY. LOOKS LIKE SEAT TO AID ME. I'M FAMILIAR WITH THAT SEAT. SIR RICHARD: I'M GLAD YOU KNOW OUR PLANE. WE ARE BETWEEN SAN FRANCISCO AND DENVER, OVER THE MOUNTAINS AT THE MOMENT. IT LOOKS VERY BEAUTIFUL OUT THERE. IT'S INCREDIBLE. HERE WE ARE TALKING FROM 35,000 FEET AND ANYWAY IT'S GOOD TO TALK TO YOU. CORY: AT LEAST HALF OF ME HOPES THIS DEMONSTRATION FOR TECHNOLOGY HOPED IT WOULD FAIL BECAUSE IT WOULD BE GOOD TV. AT THIS IS CLASSIC VIRGIN , "SCREW IT, JUST DO IT." TALK ABOUT THE SWITCH TO THE FASTER INTERNET SERVICE. SIR RICHARD: IT IS IMPORTANT. WE CAN DO WI-FI INCREDIBLY QUICKLY. WE INTRODUCED WI-FI AND WE KNOW HOW POPULAR IT IS. PEOPLE WANT TO DO BUSINESS ON THE FLIGHT AND TALK TO THEIR FRIENDS. BUT IT HAS BEEN VERY IMPORTANT. THIS SWITCH IS GOING TO BE A GOOD ONE. CORY: AS YOU CHOSE THIS ROUTE TO DENVER -- WHY SFO TO DENVER? IT'S INTERESTING TO LOOK ON YOUR ATTENTION FOCUSED ON THE TECHNOLOGY SECTOR IN SAN FRANCISCO AND IN DENVER. SIR RICHARD: DENVER HAS A LOT TO OFFER. I THINK IT HAS LARGELY BEEN TECHNOLOGY DRIVEN, ATTRACTING YOUNG TECH PEOPLE. THAT HAS BEEN IMPORTANT , AND I THINK WE GET THE LAMBS SHARE OF THEM. DENVER IS A WONDERFUL CITY TO GO FOR SKIING, MOUNTAIN HIKING. IF YOU WANT TO JOIN, YOU GO TO DENVER. CORY: WHAT IS IT ABOUT THE THINGS YOU DO IN THE BIG IS THIS IS YOU TAKE ON, THINGS THAT MIGHT NOT TYPICALLY ATTRACT THE INTEREST OF ENTREPRENEURS AND STARTUP HE, AND YET VIRGIN HAS DONE THAT. WHAT IS IT ABOUT THE WAY YOU PURSUE YOUR BUSINESS THAT SPEAKS TO ENTREPRENEURS AND STARTUPS. SIR RICHARD: WE HAVE JUST EXPERIENCED SOME TURBULENCE. I SEE SITUATIONS WHERE I FEEL THAT THINGS ARE NOT BEING RUN WELL. THE AMERICAN AIRLINE SYSTEM 10 YEARS AGO DID NOT HAVE A DECENT AIRLINE. I THOUGHT LET'S LAUNCH VIRGIN AMERICA AND MAKE THE BEST AIRLINE IN AMERICA. IF YOU DO THE BEST AT ANYTHING, YOU WILL DO WELL AND SURVIVE. VIRGIN AMERICA OVER THE LAST NINE YEARS, WE'VE BEEN NOTED BEST AIRLINE IN THE STATES AND THE TEAM HAS DONE A GREAT JOB. WE ATTRACT BOTH LEDGER PEOPLE AND TECH PEOPLE WHO WANT TO BE FLOWN IN A SLIGHTLY MORE HIP AIRLINE THAN OUR COMPETITORS. CORY: THE BIG QUESTION, FINALLY ONCE YOU GET TO DENVER, SNOWBOARDING OR SKIING? SIR RICHARD: I DO BOTH. I GO SKIING WITH MY DAUGHTER AND SNOWBOARDING WITH MY SON. SADLY, I'M GOING TO BE IN TURKEY TOMORROW MORNING. SO I'M THERE FOR ABOUT TWO HOURS. I ASK FOR TROUBLE. NEXT I'M, I WILL COME BACK. I'VE GOT AN AIRLINE THAT FLIES THERE AND I CAN AFFORD TO GO THERE. I WILL DO SOME SKIING. CORY: SIR RICHARD BRANSON FROM 35,000 FEET. I DON'T WANT TO GET YOU IN TROUBLE WITH THE FLIGHT ATTENDANTS. SIR RICHARD: HOW IS THE KITE SURFING GOING? CORY: THERE'S SOME

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Richard Branson Talks Wi-Fi From 35,000 Feet

Virgin Group founder Sir Richard Branson discusses the company's new Denver to San Francisco route. He speaks on "Bloomberg Markets." (Source: Bloomberg)

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