All it takes is apps. Nothing to remember, no one knows what the URL is, all they know is they press this cute little colorful button and it goes where they want to go.
Look at all the icons now. Look at the f that everyone recognizes as facebook. Suddenly, no one goes to http://www.facebook.com. All they have to do on their phone is tap an icon. End of story.
So if you are developing, I would recommend NOT shying away of a premium word if it is marketable and brandable all on it's own.
the app thing is very useful and not going away - but its also gotten out of control having an app for everything. overbuilding.. how many damn icons do i want on my mobile device... for some things it makes sense having localized software especially when you dont have an internet connection you can still at least access some info. having a million icons isnt really even the main annoyance - its having to download an app for the most trivial things that i think will die out..
example: download the app to hear first who mitt romney picks for his VP! pffffffff.. clever, because now they have an advertising outlet to all the people that downloaded the app...but how long is that sort of app-for-everyting going to last.