Trouble Opening *.3DM Rhino files in SW 2014

Hi-

SW forum noob/lurker here looking for some assistance.

In the File/Open window, I see *.3DM files as an option, but I am not able to open .3DM files in SW 2014 Standard. Here is the message box I get:

I have tried downloading and installing a plugin from Rhino, but after I ran the installation I got the same result.

Does anyone have experience with this? What seems to be the trick?

SolidworksImport export