I think they have to go back to basics, have consistent premium hard product across the fleet, separate rev premium passengers from free loaders and offer Dubai premium O&D reasonable fares.
Right now the disparity(perceived or real) between A380 and B77W too high. Premium cabins are filled with bloggers and op-ups and real full fare revenue passengers may not be getting good service. Qatar is picking up O&D premium traffic with cheaper fares.