external data invalid credentials

Hi expert, i created and extenal data to access another database in sql, and every thign is working fine, but when i reu the list to get the data i am getting the following error
"external data invalid credentials"
note that i have full permission on this service as show in the attached images

can you help me
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It looks like invalid credentials to the SQL service.  Are you (or the service process accessing the data) configured with appropriate rights to the SQL database server & database tables?
David Johnson, CD, MVPOwnerCommented:
you need to give sharepoint the appropriate permsisions as it is running in that context and not in your user context

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AZZA-KHAMEESAuthor Commented:
Thank you for your replies, where can i specify the sharepoint permission? i created Secure Service Application and i specified my name in the permission but its still not working, so where can i specify the sharepoint permission?
David Johnson, CD, MVPOwnerCommented:
does the sql server allow connections over tcp/ip ?? it is normally turned off.

permissions will be in the web.config where your connectionstring resided.
AZZA-KHAMEESAuthor Commented:
could you please tell me how to give sharepoint appropriate permission ? cuz i am already a biggner in sharepoint 2010
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