Most likely, the device is not properly recognized due to a faulty cable or a missing driver.
Firstly, replace the cable and then try again. USB cables tend to break pretty easily and believe me I have changed a lot of them for my devices. Even a simple twist and the cable is rendered useless.
Secondly, go to Start > Run > devmgmt.msc and check if the device is installed properly. If it isn't, install the support driver/software and then switch back to Device Manager. Right click it and choose Update Driver then follow the instructions and it should work.