I think there should be no movement before the ball is bowled. The EA way is you move up until and point then you cannot move. I think it would be better if you held a button down to move up, down, left or right, but you don't move until the bowler is about to release it.
Basically, holding the button doesn't move the person, rather, if you are holding a move button at a certain point, just before the ball is released, your batsman makes his move as part of the shot.
This would be more realistic as batsmen generally don't shuffle around during the run-up, but play shots where they step away to leg and hit through off (as an example) all in one motion.
The bowlers would then need a way to counteract that, so the bowler should be able to move the aim at this same point (using the same buttons). Again, holding the button just before release means that the pitch point is "nudged" a certain amount. So if you see the batsman about to step away to play, you could chase him with the ball, or bowl it too wide to hit, or bowl a little bit shorter.
This would make bowling better than the current "set pitch point, watch batsman hit shot", and the batting better than the current "look for pitch point, play shot". This would be better for creating exciting situations towards the end of ODI games.