Pets
Phoenix (would be the best pet ever)
Bug swarm (bees,beetles,flys) that move and swamp around you

Social
Make it possible to separate friends into ones you feel are effective in battle or so you can form groups with them
I been working on coordinating flash mobs with emoticons would be nice if we could time easier.
Or could make friends able to link emocon

Encourage In-game games and give always. Maybe items that can only be given by guild leaders.

Incentive to gift items to lower levels to encourage them to get to higher levels