You need to turn off security for the binding. Otherwise, I believe that, by default, the wsHttpBinding will try to negotiate a Security Context Token (SCT).
So, modify the endpoint definition to point to a binding configuration section. Here's an example:
<endpoint address=""
binding="wsHttpBinding"
contract="HelloWorldService.IService1"
bindingConfiguration="TheBindingConfig">
And then add something like the following binding configuration right after the <services>
section in the web.config's <system.serviceModel>
section.
<bindings>
<wsHttpBinding>
<binding name="TheBindingConfig">
<security mode="None" />
</binding>
</wsHttpBinding>
</bindings>
Setting security to "None" is the key.
Hope this helped!
The above helped me - but what is not immediately obvious is how to add to the service end (its clear once you've done it what's needed, but not until you've done so). The reason its not entirely obvious is because there isn't a bindings section by default whereas there is liable to be one in the client.
So, just to be very clear - at the service end, add the bindings section (as detailed above) and then to the appropriate endpoint add the bindingConfiguration="TheBindingConfig" attribute. Obvious once you've done it once...