Future networks will care more about the services and contents, and will support revolutionary services. Thus, naming scheme for services becomes a core technology for realizing future networks. This paper proposes a naming scheme for services in future networks, named by M-Label. M-Label has three features: it adopts user-friendly name; it describes the attribute information of content in the name from different dimensions; and it is unstructured, has a good scalability. Based on this naming scheme, we implement our content aware services management system and check the usability in the platform of Universal Network. The result shows that M-Label has a high scalability and can be used for a huge number of services or contents in future networks.