I'm pretty sure you need to put the firmware on an SD card.   The SD location is located right above the CD slot while the deck is tilted all the way down.  In the navigation area there will be an "update" feature icon.

How did you go about getting your fireware upgade?  I'm having an issue as well.  I copy/pasted my issue from another post below,  maybe you can help?

I recently purchased an Alpine INA-W800BT double din deck and was wondering about the free map upgrade ($100 value) advertisement on the product box. Should I have received a SD card with a map upgade inside the product box? The store I bought the deck from installed it for me so I wasn't the first to open it and I'm not sure what I was supposed to get along with the deck.

The first day using the navigation I got a notification on the screen telling me that my product has not been updated in a year. Did the installer forget to upgrade and did he take my free upgrade?