How to increase the time in WCF services while consuming data in sql server

<configuration>
  <system.serviceModel>
    <bindings>
      <wsHttpBinding>
        <binding openTimeout="00:10:00" 
                 closeTimeout="00:10:00" 
                 sendTimeout="00:10:00" 
                 receiveTimeout="00:10:00">
        </binding>
      </wsHttpBinding>
    </bindings>
  </system.serviceModel>