Because of the flawed released of the BlackBerry 10 in the U.S., BlackBerry Chief Executive and President Thorstein Heins told investors on Tuesday at the company's annual meeting to expect further losses in the third quarter.

He asked more time from shareholder to turnaround the company as well as sought their patience.

Mr Heins admitted that while the tech firm was not perfect at the launch of the BlackBerry Z10 which took the company, formerly known as Research in Motion, two years to develop, the company is changing strategy by hiking spending on marketing and promotion to get a larger slice of the smartphone market.

A survey by Kantar Worldpanel ComTech estimated that BlackBerry's share further shrank to 0.9 per cent of the U.S. market because the Canadian firm shipped only 2.7 million units of its flagship, resulting to an $84 million loss in Q2.

However, users of the phone said the problem was not with the marketing but with the product itself because it failed to keep up with its promise to provide capabilities that would match the handheld devices made by the top manufacturers, Samsung and Apple.

Among the minus points against the BlackBerry as its failure to synchronise calendar and contact information with corporate systems that Microsoft Outlook uses as well as the insufficient number of apps available.

PCMag blogger Michael Miller pointed to the missing RSA SecurID app as one example, although BlackBerry has promised to make the app available by summer.

The situation has led Mark McQueen, president and chief executive of Wellington Financial in Toronto to sell his BlackBerry shares at a loss and write in his widely followed blog: "The sad reality is that BlackBerry management has failed to deliver on the incredibly modest expectations of someone who has held share in the company, on and off, since the 1990s."

Mr Miller added, "Overall, if you're looking for the most powerful smartphone, the Q10 probably isn't for you. The processor isn't the fastest, the apps list isn't the most extensive, the camera is merely adequate, and the screen is relatively small."

However, he also wrote, "But if you're looking for a device with a great keyboard that can take the place of a traditional BlackBerry with an emphasis on mail and communications, a modern browser, and a decent set of applications, the Q10 is your best bet."

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