I believe this has been suggested quite a few times before, but I feel it deserves bringing back up again. Ranged attack speed is so low, that unless a character is specialized in that style it is largely unfun and uneffective compared to melee. This is especially true at lower levels, but it plays the entire level range. The only archery items this largely doesn't apply to are Repeating Crossbows, but for the purposes of this post, let's assume we are talking merely about standard bows.
From a dev perspective, I believe one of the key reasons that Ranged attack speed is as slow as it is because of a fear of eternal kiting. Normally in PnP this wouldn't happen, because anyone making a double move action or a charge could quickly close on an archer that was only making a single move action.
Unfortunately in DDO, attack and movement rates stay the same when moving and firing, so the devs balance purely from that perspective. NPC archers move rather infrequently, but have much higher rates of fire than PCs.
So, I see two ways of rectifying this. The devs could use either way, or even both. In fact, I would recommend both ways, merely to give room to increase ranged attack speed across the board.
1. Decrease in Attack Speed while moving. In fact, this is already present in melee combat. This gives a noticable advantage in staying put, as one will be getting more attacks per second then if they are trying to move and run away from what they might be attacking.
2. Decrease in movement speed while attacking. Basically, during the reloading phase of shooting an arrow, movement speed is reduced by a certain amount, maybe even up to 50%. This keeps extended kiting out of the picture. There can be some movement, but it's significantly less than if the player was trying to simply run away.
I should make a quick note about the Shot on the Run feat as well. If these changes were implemented, it would seem logical that this feat would reduce the penalties. Not completely, but to a small to moderate degree. It would increase the value of this feat to archer characters by quite a bit.
Of course, these changes shouldn't even be considered unless they came with a large increase of ranged rate of fire across all levels. Otherwise it would just be a needless nerf.