The following:

@WebService
public interface EchoSoap {
public String echoString(String input);
}

@WebService(serviceName = "echoService", endpointInterface = "EchoSoap")
public class EchoSoapImpl implements EchoSoap {

public String echoString(String input)

}

.. Results in the endpoint actually existing at "EchoSoapImpl" rather than "echoService" as specified by the "serviceName" annotation.