BlackBerry is attempting to regain its lost crown in the smartphone market by even advertising the BB 10 in rival mobile units that operate on competing OS, particularly the iOS and Android.

Knowyourmobile.com reported on Monday that BlackBerry has commissioned full-screen adverts for the BB 10 platform that would be sent to users of iPhones and Android devices by the first week of April.

Quoting BlackBerry Chief Marketing Officer Frank Boulben, the Web site said the aggressive marketing strategy aims to reach as many users of competitors' hardware in a bid to convince them to make a switch.

However, the Web site warned that the marketing tactic could backfire and even turn into a disaster for BlackBerry since "as a rule most users don't take kindly to invasive advertising, and many opt to employ pro-active measures such as ad-blocking software to prevent them from occurring in the first place."

The more aggressive marketing strategy is probably because of the lukewarm response not only of the market but also the carriers after the BB Z10's Friday launch in the U.S., initially with AT&T.

Verizon Wireless is slated to roll out the BBZ10 on Thursday, but The Wall Street Journal quoted Diamond Wireless, a Verizon retailer, that while they will carry stocks of the smartphone at over 200 outlets in 17 states, the special marketing support will come from the device's manufacturer.

Mr Boulben acknowledge that BlackBerry has a lot of mileage to cover in further promoting the phone as delivery of marketing materials to carriers and retailers had only started and more would be made in the coming weeks.

BlackBerry is also scheduled to release its quarterly on Thursday, but the figures are not expected to reflect the BBZ10 sales yet. The company's shares went down 4.6 per cent on Monday to $14.23 on NASDAQ after it plummeted 8 per cent on Friday, which worried investors over its U.S. launch.

TWSJ also quoted retailers who admitted they will not give the BBZ10 as push similar to what they do for more bestselling phone such as Apple's iPhones and Samsung's Galaxy S4.

"It's a big wait and see . . . We're not sure how people will react to it," TWSJ quoted Sabe Ammon, a T-Mobile dealer in Michigan with 187 stores.

However, AT&T spokesman Mark Siegel said the Z10 has a ready audience, particularly shoppers who took advantage of the carrier's pre-sales and business customers.

But analysts noted the disappointing Friday launch due to limited marketing and low support by AT&T as evidenced by limited signage. They pointed out that Samsung and Apple had more signages than BB's.

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