Its purpose is to continue to take into account the fact that French is threatened in a context where English predominates in Canada and North America. The intent of Bill 101 was never to take away any services from anglophones. However, what's wanted is for newcomers to see that French is the official and common language. It's the only way to ensure that newcomers can be integrated into their host society within the same framework of rights and duties.
The act will nevertheless apply to new services, I feel, and this might have been stated. In any event, it's very important to always factor in the minority context of French in Canada and America because French is in decline. For the first time in 52 years, meaning since the introduction of the Official Languages Act, the federal government believes that it needs to protect French, not only outside Quebec, but even within Quebec. I therefore believe that steps have to be taken to do that, and one way of doing so is to always interpret things from that standpoint.