Swtor made the mistake of creating their endgame too similar to Classic WoW, the MMO community has evolved and moved beyond Classic WoW's way of thinking and most of us nolonger even find it fun.
Suggestions for Features in Elder Scrolls Online.
PvE Arena: Much like the PvE Arena in Oblivion you would be able to compete against random enemy's and potentially even beasts collected from the wilds, You would be able to rank up and gain special gear's and standings. -Note: WoW will be adding something like this in patch 5.1
Dynamic World/Event's: Every MMO really needs a changing realistic world, Swtor did not even have Day/Night transitions and people have been yelling about it since the game was released, Area's or "Worlds" also need some form of constant change, like a random attack on a village or a random dragon attack or something where players can score some gear and have a fun time just for being in the right place at the right time.
-Example: Guild Wars 2
Solo Player Content: I really do believe this game has the potential to be the best Solo-Player MMO on the market, just take some notes from Skyrim, Give us Barrows we can clear and bosses we can kill just like in Skyrim.
Player Housing: Most MMO's evade player housing, But I believe it is essential for a Elder Scrolls MMO, and I hope a nicely made customizable housing thing is set up where we can display our trophy's of war for all of our friends to see, it would also be a good place to keep spoils of war packed away.
Don't make the same mistake Swtor did, the game needs to be built for 2012/2013 standards, Not 2003 standards, The game needs to be packed to the teeth with content for a never-ending gameplay, you really do need to have the sense of "Omg i have so much to do and so little time!"
Anyways, I wish good luck for this MMO's development, There have been ..so many disappointing MMO releases in recent history, Don't be the newest one, Please.