Mobile virtual network operator (MVNO) Helio is named after Copernican's 16th Century Heliocentric theory of the Sun as center of the universe. As a brand, it is supposed to conjure how central mobility - the mobile phone in particular - is in young peoples lives. It targets tech-savvy 18 to 34 year olds through a partnership with the 87-million strong MySpace social-networking site.

The problem is, since its launch in May, not very many people have found the Earthlink and South Korean mobile operator SK Telecom partnership attractive enough to center their lives around. Early subscriber numbers are reportedly decidedly sub par.

In the hopes of luring more customers, the MySpace variety, Helio is kicking aside the standard 2-year contract used by nearly all carriers today. These deals lock users in for an extended period, unless they pay a hefty termination fee to buy themselves out.

This promotion builds on one introduced in June, where Helio implemented an electronics trade-in program. Subscribers can send in an old PDA, cell phone, digital camera, gaming system, or MP3 player to receive not a discount or anything like that, but cash (a check in the mail really).

The MVNO also plans to expand its handset lineup with up to five additional models later this year, building on the pair, the Hero and the Kickflip, it launched with.