What this game really needs is to catch up to the present date in terms of how people play. That is to say, more casual friendly stuff and less time sink.
They need rewards that are not mere side-grades of per-existing gear and weapons.
They need to get rid of old and unused content and implement fresh, actually fun content.
In addition to that, and something that is just as important as the change in play style is new blood. This game needs new blood, badly. Sadly, they already said that they won't attract new players and that's just disappointing.

How do they do these things?
Well, firstly by looking at how far FFXI has come. They have a what, ten years? to look back on and see what worked and didn't work. Then, after looking at FFXI's accomplishments and blunders, then look at the things that worked for other MMO's and pick what can be adapted to fit FFXI, not turn FFXI into a clone whatever.

Anyway, I didn't want to rant but I did wanna give my opinion.
Take care all. ^^