Translatable service name in the translations repository

Either:

1. Replace envvars('SERVICE_NAME') by envvars_localized('SERVICE_NAME', this.alt) once the envvars_localized() is implemented (at #54 (closed)).
2. Replace envvars('SERVICE_NAME') by service_name(this.alt) if envvars_localized() ends up not being implemented (or rejected).

See this discussion for how to proceed.