Setting the Data Service Name

You can change the name of your data service to any legal name that does not conflict with another name in the current data space.

In addition, if there already is a data service in your project based on the same WSDL an option to add the new operation to the existing data service appears. 

When importing a web service operation that itself has one or more dependent (or referenced) schemas, the wizard creates second-level schemas according to internal naming conventions. If several operations reference the same secondary schemas, the generated name for the secondary schema may change if you re-import or synchronize with the Web service.