I don't see monero being needed in day-to-day services. I really couldn't care less if that Aero bar I bought was anonymous or not. I think monero's niche is in *cough* blackmarket *cough* (quite unfortunately), but also in some large items that might garner public/friends, relatives and neighbour's interest. For example, buying/selling a house. It is also likely to be used as a store of value, since it is convenient in that it hides your net worth. I think this is where monero is stronger than bitcoin.

Perhaps in the future, when/if monero's market cap is significantly higher and more liquid, it could be an easy way for lottery winners to hide their assets, at least the ones who are/want to be anonymous. Lottery winners probably don't have the prowess, knowledge or network to effectively hide their winnings, and monero might offer a surprisingly easy way to do so. We've all heard of stories where lottery winners receive thousands of letters begging them for money, distant relatives who's great-great-great-great parents were cousins and "friends" they've met once at a coffee shop all come out to pester them with business opportunities and so on. They certainly have an incentive to use monero.

So what I'm trying to say is, I'm not even sure monero needs services, at least not the same services that are trying to make bitcoin mainstream, because I don't think monero's place is to function as a currency but as a store of value.