Endpoint = Address (A) + Binding (B) + Contract (C)
Address specifies where the services is hosted.
Binding specifies how to access the hosted service. It specifies the transport, encoding, protocol etc.
Contract specifies what type of data can be sent to or received from the service.
Eg:
<endpoint name="BasicHttpGreetingService" address="http://localhost:5487/MyService/GreetingService.svc" binding="basicHttpBinding" contract="MyNamespace.MyService.IGreetingService" />