...it may be a red herring, but it appears the A10 might/does have the ability to save pictures and videos in HEIF/HEVC format (which reputedly saves a lot of space over and above the standard Jpeg).
Unfortunately, Win10 doesn't natively support these formats (which might well be leading to your problem - they are basically Apple-originated CoDecs).
I think the first thing to check is whether your 'phone is actually set to use these formats when saving.
How to varies from version to version, but it is most likely that there is something in the camera app settings you can use to save photos in HEIF, videos in HEVC (probably two separate settings).
If it is set, you can unset it, but it won't change the format for existing saved items. If you can't re-create your content, by re-taking after changing the setting, then the only way you can process the existing items is by getting hold of the CoDec(s) - (which is what your system is wanting you to do).
The default way is the chargeable one you've hit. There appears to be a non-chargeable download, but I've just lost the link.
Check your 'phone camera settings, and if you can't unset and re-take as Jpeg (which WIN10 will play with), then I'll try to find that link.
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