USB 2.0 Mass Storage Device - error 10

My laptop has a memory card reader but when i am inserting any memory card in it, it is not getting recognized. While checking out the device manager i found USB 2.0 Mass Storage Device having "yellow exclamation point". I tried updating the driver and it appeared for some seconds as well but ended up with error code 10. I don't know what that means, i have come across this error for the first time. So is there anyone who is aware of this error and can suggest me possible workaround for fixing it???

If you are sure that there is nothing wrong with the memory card that you are inserting than there might be some problem with the memory card slot in your case. Was it working fine before??? Have you tried installing the driver manually rather than using the update driver option??? If not, than try installing latest driver for it manually and check out if it works fine later. Make sure that you are installing latest driver for it and you are rebooting your system after installing it. You can download latest driver for the memory card slot form your laptops manufacturer site.