"How to assign a FRIENDLY name to each nr. ?"
Hum, maybe you can change the names on the wireless clients devices. And you cannot assign them on the modem since the modem just detects the names of the clients and shows the names according to the names set on the wireless clients.

moon:
The devices are already named and still my current TP-Link modem/router would only show MACs.
On the other hand, my previous modem/router (Thomson SpeedTouch 585) used to show MACs+Names.