For many companies with a major web presence, the shift seems to be away from apps to sophisticated HTML 5 websites. They can look very good on just about anything, and will do a lot to provide that "oh, they must be current" kick that seems to be missing. They also allow you to not be beholden to anyone else for distribution or taking a cut of subscription fees, etc. (I love Apple, but all that's built in to their model.)
Another alternative is to build APIs that other platforms can use, whether they're HTML 5 applications or custom apps. In addition, direct access to the APIs by customers is another possible revenue stream - selling enhanced access to the basic APIs, more features, or more capacity for a fee. Don't like our basic interface? You can build the one you want - and we offer support services at $XXX to help.
Essentially, either the service itself has to make is obvious that it's the best, or it needs to provide something else that the competition doesn't: more support, more function, cheaper prices, ... can't make any other suggestions because I don't know the context and I am not a marketer. But the basic is "why are we better, and what should be do to emphasize that? If we're not, what can we do about that?"