I am having the same exact issue
DJM-S9 Firmware not installing
I have installed the driver update and Serato DJ.
I am unable to install the firmware update. Error message says "your DJM-S9 is not connected".
I am able to operate the mixer with sound in internal mode. Unable to use turntables in relative mode.
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check to make sure driver is installed with no exclamation on it. I put a post here for a get around temp fix for this issue. If you have the exclamation driver issue, then when you boot up in Win7, hit the F8 hit at post and select DISABLE DIGITAL SIGNATURE DRIVER ENFORCER and then the driver will load. I have already contacted Pioneer and Serato. Because the driver is new, Windows 7 can't determine if the driver is valid so it refuses to load it.
Actually i found the answer. You have to put the mixer in update mode. The instructions are below the firmware download link.
Thanks Edward. I did need the mixer in update mode. Working now.
Glad you were able to sort that out - it was my first question. ;)