I think your focus is misplaced. Business class seats and amenities have made enormous strides in the past 25 years, but they still serve a tiny minority of the traveling public. Most economy class cabins, on the other hand, are still very much as they were in 1965 -- the only major enhancement being personal TV, and only on some airlines.

Rather than trying to figure out how to further pamper business class customers, who are in most cases extremely comfortable already, I think it would be more interesting and useful to figure out how to make economy-class travel less appalling. When you look at industry growth forecasts, particularly in Asia, most of those additional passengers are going to be flying coach, not business.

You might look at health-related issues in particular. With flight duration rising and economy seat pitch shrinking, airlines need a strategy to reduce DVT fatalities and associated liability / lawsuits / bad press.