I've also tried:
...
public class Content implements Serializable {
private static final long serialVersionUID = 5526381952953438091L;
private String title = "Hello JBoss AS 7 :-)";
@EJB(lookup="java:app/HelloJBossEJB/SimpleEJB!de.example.ejb.ISimpleEJB")
private ISimpleEJB ejb;
...
( source: https://docs.jboss.org/author/display/AS7/Developer+Guide#DeveloperGuide-JNDIPortableJNDISyntax )
But it also does not work... The lookup name must be correct, while I've also deployed the EJB Project standalone to the JBoss. Then it has told me:
d 1-10) JNDI bindings for session bean named SimpleEJB in deployment unit deployment "HelloJBossEJB.jar" are as follows:
java:global/HelloJBossEJB/SimpleEJB!de.example.ejb.ISimpleEJB
java:app/HelloJBossEJB/SimpleEJB!de.example.ejb.ISimpleEJB
java:module/SimpleEJB!de.example.ejb.ISimpleEJB
java:global/HelloJBossEJB/SimpleEJB
java:app/HelloJBossEJB/SimpleEJB
java:module/SimpleEJB
12:14:26,698 INFO [org.jboss.as.server.controller] (DeploymentScanner-threads - 2) Deployed "HelloJBossEJB.jar"
I hope, someone can help me?!
Kind regards!