iTunes won't recognize devices

I have an iPod Nano, which is the first device that I have connected to iTunes, and it works fine with it. Recently, however, I got a new phone with iTunes on it-I start iTunes and plug in the phone (USB), and Windows recognizes it and installs it as a USB Mass Storage Device (E:)...it won't show up in the list in iTunes as it is supposed to.

I just got a iPod Shuffle, and I have the same problem with that. When I plug it in, Windows recognizes it as a USB Mass Storage Device, and installs the drivers and stuff-but doesn't show up on the iTunes list. I have the latest version of iTunes. So in short, iTunes recognizes my first device, but not the other two (phone and Shuffle). Any ideas?