There is a task to process placeholders in ejb xml descriptors time during a compilation. For example {app.name}-Bean must become App-Bean if app.name=App. In ideal way this should be supported by m2e life cycle plugin systems, to support deploy from the Eclipse.
You may want to check if you can use the filtering property provided by <resources> section of the pom for this.
You can define <filters> which can get applied.