My computer not recognizing my new M200

WHen I plug in my new M200, error message pops up “Does not recognize E:storage device”. 

Nothing I do will get it to work. I have another off-brand MP3 player and it works fine as soon as I plug it in the USB. 

I’m using XP pro, firefox and IE, Windows Media Player. 

I’m a complete tard-I have no idea of what I’m doing. If someone can help, it would be greatly appreciated.