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.
Really? Sorry for the rhetoricals, but do you want you health insurance to make statistics on your chocolate bar consumption? Do you want your boss to know when you stop buying prophylactics, or what you're buying at the pharmacy? Do you want merchants knowing your willingness to pay a certain price compared to other customers? Do you want to be censored/excluded/persecuted because you supported the democrats (insert any other political fraction) or wikileaks? Would you like for your customers to see the price you pay for the goods you sell them (and where you buy them)? Would you like that people can see you're visiting the psychiatrist - and which medicine he/she prescribed because of price correlation? Would the local diner like to see that all customers can see that some of the regulars get discounts? Do you want people (thieves e.g.) to see not just that you go to the movies - but when you go to the movies (so you are out of home), or that you are paying for things overseas (i.e. you are away on holiday).
The examples are endless in my opinion.