It's the name of the service bus connection string
```
“Endpoint=sb://fjprod-tat-001-monitor1.servicebus.wa.fj-cloud.net/;StsEndpoint=https://fjprod-tat-001-monitor1-sb.accesscontrol.wa.fj-cloud.net/;SharedSecretIssuer=owner;SharedSecretValue=0dteeO3/apkXXXXXXXXXXXXXXXXXXXXXXXXXXXT2G0=”
```

For more information check [this link](http://msdn.microsoft.com/en-us/library/windowsazure/jj149830.aspx)