No amount of improvement of EVE's core game will lead to any major increases in paying accounts at this stage of EVE's lifespan.
Like it or not, a high-learning curve, intricate, complex, 8 year old established MMO from Iceland isn't top of the U.S. Markets list of great new games to play, especially when the nickname "Spreadsheets Online" isn't far from accurate, and teh community is filled to the brim with :bittervets: bemoaning how abjectly shitty every aspect of EVE is.
And lets be clear, the U.S. market (and China down the road) is what makes or breaks a game big. While I love the EVE is multinational (part of what makes it great/special), for EVE to grow revenue, it would need to grow primarily U.S. revenue, and thats just not happening. EVE is too hard, too complicated and too old for it to ever grow again substantially in the U.S. now.
TLDR: EVE has about as many people willling to play a game like EVE as it's going to get.
CCP has only three real options. Grow revenue by expanding the playerbase of EVE players (see above) by going outside what the core of EVE is (i.e. Avatars and WiS to start, but other types of gameplay as well, Dust (although they're failiong at that being Console/PS3 exclusive), and more genres that may tie into the EVE IP, but appeal to my countrymens's simple-minded shallow twicthy-game tastes. Even that is a short-gain, as U.S. Market moves on from such things as fast as they find them.
If CCP were smart, they'd be all over stealing World of Tanks, and making THAT the ground combat for EVE Online, developed to be tied in directly with EVE as it is (i.e. go from ship to tank, then fight tank battle like WoT Clan Warfare, then back to Ships later). THAT would grow EVE IMO.
That, or grow revenue from the existing playerbase, and continue to develop EVE to make it prettier, better, deeper, etc. Avatars and WiS plays into this too (like it or not), but in truth there are limits here as well. Old established :bittervet: community will accept little int he way of changes they dislike, and MT's fall square into that.
The last option, continue to eliminate needless over-complexity (learning skills for example), continue to make the early game easier and simpler for the sparce few who do try and come on late, and take a long hard look at the mechanics that keep everyone active in EVE, PvP, PvE and Sov stuff, and make them better, not worse.
CCP is in a tough spot. Most established gaming companies in their spot would have all but abandoned EVE by now in development of a next-gen game, and perhaps an EVE Sequel, designed from the ground up. CCP seems to be doing that in part with WoD (and a popular WoD can only be good for EVE and CCP), but instead of EVE II, they're doing the endless upgrade of EVE I, stuck with much of the old and outdated design elements and software of the past.