I've got some ideas!
1. Arenas are to short. I really do not feel that I am playing a fun game while waiting for a 'pop'. The arena fights usally just last 2 rounds. Make the match best of 5 and it will last a little bit longer when you first get to play.
2. Make the Queue Public. Show us the wait time and the amount of people in the queue.
And for two crazy ideas(but would have been cool)
3. Stream the fights at the fleet. Find som mechanics for letting People watch them and make comments.
4. This one is tied to the others above. Show the rooster for fights public. Calculate odds on the teams. Let people place bets before the fight, watch and cheer on their favorites and engage in what happens in pvp.
These are just some toughts that problably will never see the light of day. But the bottomline is that they need to find a better way to include the Pvp'ers in the game.