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BBM (Blackberry Messenger) has already announced their shutdown in May 31st, 2019, and from its massive growth in 2014, BBM slowly decreasing their user due to their competitor’s growth, such as WhatsApp and Telegram. In marketing life cycle, when a product already reaches their maturity level, they will enter decline gate, it means that if a product wants longer existence in the market, they should prevent that decline level, or they will be gone just like BBM. While product life cycle is related to marketing strategy for the product (in this case BBM is a software product), software development life cycle (SDLC) is related to information system design and analysis. Thus, this research tries to align both of life cycle and find out which step or level that should be anticipated by board of director or project manager in software development. The result of this research finally declared that mature stage should be aligned with test and operation stage. It also stated that there are some suggestions on avoiding decline stage, such as implementing change management, take customers’ suggestion and critics seriously for future development and execute strategy into action immediately. Thus, it can delay or even avoid software product entering decline stage just like lesson learned from BBM fall down.
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