DJM S9 not connecting with Serato DJ (win 7)

 Hi can someone please help get this working:

I have just purchased the DJM S9 and I am running Win 7 Pro.

I have downloaded the DJM S9 drivers and also done the Firmware update

Then I downloaded Serato Dj Pro

But it wont connect or show up when Serato DJ is open? The mixer just says "please connect to Serato DJ"

In the Pioneer setting utility it is showing as connected for both input and output.

Any ideas?

The manual says that there is no need for DJM S9 users to purchase the Serato license but its not giving me any other choice?