Installing Pioneer BD-ROM BDC-TD01 Firmware Updater: Target is not found?

As you see in the device manager list of my SONY VPCCW1NFX/B laptop, there's only the Optiarc BD-ROM BC-5500S4 device available under the DVD/CD-ROM drivers subcategory. where their should be another option named Pioneer BD-ROM BCD-TD01 available,too.
In fact the first one allows me to read CD/DVD/Bluray Discs and the latter one is for writing on such media. But seems that my windows7x64SP1 doesn't recognize the device

Device manager list

also when I try to install Firmware updater (I've linked to it in the first comment because of not having enough reputation to post more than two links yet), I can continue until the step 7 without any problem but after pressing Yes, I get the error, Target is not found as it is shown in the image:

The steps of installing the firmware updater

What's the cause of this problem? (Why doesn't the windows7x64sp1 recognize me?)
Are there anyway to fix it?

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