you're right about the way to specify the service name.
The right url turned out to be something like:
Some more thoughts:
The queue that is created by this process is not persistent across server restarts. A way to do this would be to write directly into the jboss config file jbossmq-destinations-service.xml This would be useful if u have a queue per user and a new user has been added today.
I would like to know if there are performance bottlenecks due to creation of large number of queues in the app server (like creating and breaking db connections)