There are few things that this game needs fixing (yes I am a sub , I subbed just to enjoy the story). I play in AP/Australian server , PVE (I can't recall the name)
1. Group quests should be tuned down. It is hard to find groups once you are in higher level brackets. For instance 4+ HEROIC Group Quest should be tuned to 2+ and 2+ group quests should be do alone with some neat tricks/strategy. It is very hard to find people especially if you have like 4-5 people in Hoth. It becomes nearly impossible to complete it.
2. Mini-games. This game needs mini-games much like in KOTOR series. When I am bored , I don't have much of an option - it is either space battle (which is boring and not sort of my thing). I prefer to play pazzak and probably travel around the galaxy competing against pazzak players (NPCs) or against people.
3. Cross-Realm Flashpoint Finder- I have only done 1 flashpoint , I just couldn't get a group in my server and I am a tank. Implement a cross-realm finder , make it as an option So it is up to the player if he wants to be grouped with people of the same server or willing to gamble and be grouped with people from other servers that you would probably not see them
4. Op Finder or something - WoW did a great job with LFR - of course it is a free loot give-away thingy but it allows you to see content especially for people who are paying and haven't managed to do any ops due to the fact that they were unable to get into groups or something. Probably reduce the difficulty a bit and voila. You have created superb content (esp the story) and by doing this you are allowing people to see what you have created
5. Fix Annoying bugs & Implement Macro - like speech bubble , kira's lightsaber , hood on/off and could we have macros. For instance when I am tanking , I prefer to have them grouped into one thing as basically I am rotation few skills
6. Customization - Much like GW2 dye system. Allow players to buy or create dyes that allows them to customize their robes or something like that. It would be neat , start with that. Afterwards allow ship customization , give a template or some sort that allows you to customize the ships interior.
I think if you add the social aspect especially mini-games , a lot of people (esp F2P) do not mind forking up $$ to unlock these