The current AS trunk (SNAPSHOT) has support for EJB3.1 JNDI names. If some one wants to give it a try (and report any issues), then you can download it from here https://hudson.jboss.org/hudson/view/JBoss%20AS/job/JBoss-AS-6.0.x/lastSuccessfulBuild/artifact/JBossAS_6_0/build/target/jboss-6.0.x.zip
Any issues/questions can be reported in our EJB3 user forum here http://community.jboss.org/community/ejb3