Hyped-up European MVNO Blyk, which has yet to launch, continues to play the will-they-won’t-they game: Reuters is today reporting that Leif Fagelstedt, Blyk’s COO, now says the company plans to start up its UK service this month, contrary to news in July that the ad-supported MVNO would need to delay its service until at least October while it irons out kinks.

SEE ALSO: Ad-Supported MVNO Blyk Delayed For Several Months

Blyk will still be using network from Orange and still plans to roll out services in other European markets. But Fagelstedt says it will take at least three or four months to establish its presence first in the UK—although some might argue this timescale, like the business model itself, is way too overoptimistic. Blyk has signed advertising deals with Buena Vista, Coca-Cola, I-play Mobile Gaming, L’Oreal Paris, StepStone and Yell.com, among others, and plans to target the 16-24 year-old demographic.