Epson TX710W and Windows 7 incompatibility

Hello,
I cannot install the Epson TX710w printer driver to my new computer running Windows 7.

1. It does not work on a plug and play scenario
2. I have tried to install a new printer under the relevant commands and there is no TX printer listed in the Epson pull downs. I then updated the printer list and still no pull down for that Epson model.
3. I have gone to the Epson website and downloaded the relevant driver and saved to disk. When I tried to run the application the message came up "- The driver and utilities canot be installed on your windows system.
Can anybody help please.