def get_official_service_name(service_model):
    """Generate the official name of an AWS Service

    :param service_model: The service model representing the service
    """
    official_name = service_model.metadata.get('serviceFullName')
    short_name = service_model.metadata.get('serviceAbbreviation', '')
    if short_name.startswith('Amazon'):
        short_name = short_name[7:]
    if short_name.startswith('AWS'):
        short_name = short_name[4:]
    if short_name and short_name.lower() not in official_name.lower():
        official_name += ' ({0})'.format(short_name)
    return official_name
