When you want to deploy a JAX-WS service as a standalone Java application, you must explicitly implement the code that publishes the service provider.
29.1. When to Publish a Service
Apache CXF provides a number of ways to publish a service as a service provider. How you publish a service depends on the deployment environment you are using. Many of the containers supported by Apache CXF do not require writing logic for publishing endpoints. There are two exceptions:
deploying a server as a standalone Java application
deploying a server into an OSGi container without Blueprint