When a ServiceReference is added the following additional markup is rendered in the
HTML as shown in the snippet below:
<script src=http://<WebSite Address>/<Web Application Name>/<WebService>.asmx/js
type="text/javascript">
</script>
This makes call to the web service and the javascript code for the proxy class to invoke the Service is generated at runtime.
Another way to invoke the Service is to type this URL in browser and save the javascript file.Then add a script reference to this javascript.In case your service URL changes in future you just have to change the js file and your markup is untouched.