Why does SolidWorks export to 3ds file format lose colors, etc.

I have purchased SolidWorks solution partner Sycode's export 3ds software and have a question. I have created a number of assemblies where the components are various materials, textures and colors. When I export to 3ds file format all that information is lost. All components are shown in grey in the software (not solidworks) reading the file . Is there a way to configure SolidWorks or the Sycode software to maintain the colors, etc?

SolidworksImport export