Trial backs patient-friendly regime in tough to treat strain.
Veliparib fails in two phase 3 trials.
Partner Incyte also hit after shock rejection.
Decision paves way for cheaper competitor in autumn 2018.
But patents could delay launch for more than a year.
Companies aim to cut treatment time and side effects.
Imbruvica approved in marginal zone lymphoma.
NHS England and NICE are attempting to reduce budget impact of drugs.