Custom REST uri on Azure Mobile Service

Have a .Net Backend service on Azure and I'd like to make my REST urls kind of 'nicer'...

Currently as:

http://ift.tt/1M2OPAo

Want it to be:

http://ift.tt/1I9LWK4

The 'api.domain.com' is achieved through DNS, now how to get rid of the 'api' part?