The trouble with EA is that it's originality is starting to stagnate a bit. It seems to be releasing cookie-cutter games, if you'll pardon the expression.
What it needs is distance away from Activision. To be seen as an alternative here's some ways they should be able to accomplish this.
Public Relations + Marketing: EA has a huge headstart on Activision here. Bobby Kotick at Activision is seen as a money grubbing devil at best - so perhaps cutting the price of their games by £5 / £10 would be great for pissing the guy off and enticing the cash strapped to buy.
Game making - A little more innovation is needed, not follow-the-leader. Games like Mass Effect are a great start, or a remake of the Amiga game Walker. Which was a far more brutal version of Mechwarrior of it's day. Or space shooters - but learning to stay away from the over-saturated Space Marine theme.
Indie-nurturing and Licensing - Nuture indie-developers, with AAA games in a decline, the indie and up-and-coming developers are looking to clean up. It may also be worth a merger with 505 Games because they seem to be coming out with some interesting ideas for games.
Downloadable Content: Make it free or cheaper - this will make buying the game a little more tempting. Especially when someone's on a budget.
That's all I can think of right now.