Indeed, the article shows a complete ignorance of the real world. Who is going to type "phone://www.your_company’s_domain.com/customer_service" into a phone? How could you even remember that? SIP does this correctly by using email addresses, but traditional phone numbers are still preferable since all existing phones have numerical keypads. What the author really wants is for his phone to use NAPTR, and for the people he is calling to include SIP or POTS entries for their email addresses.
This is already a solved problem.
SIP and DNS SRV/NAPTR records are the relevant (IETF) standards. The "sip:" part above is actually optional. Using NAPTR records, I can simply request [email protected], and your DNS will tell me how I can contact you (via email, via Jabber/XMPP, via SIP, /dev/null, etc.) in order of preference.