Why is this not a surprise? Hyping up things too much, too far in advance: wait, that was Amp’d, right? This one is European: Blyk, the ad-supported MVNO supposed to launch this summer, has been delayed for “several months”, reports Guardian. The company has been co-founded by Pekka Ala-Pietila, the former president of Nokia, among others.

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The service was supposed to launch last month in UK (using Orange’s network across Europe), but it has gone back to the drawing board to make sure the service works properly, and now not expected to launch until October. In March, it announced advertisers for its service, including Buena Vista, Coca-Cola, I-play Mobile Gaming, L’Oreal Paris, StepStone and Yell.com. The company will offer free mobile usage to customers in the desirable 16-to-24 age bracket if they agree to take ads on the handsets.