When you installed 3ds Max you didn't go into the options and selected network licensing therefore 3ds Max is looking for a standalone license when you start it.
You don't have to reinstall 3ds Max to change the licensing method to network, by changing the Target in the Properties of the icon you can tell 3ds Max to use a network license:
In the above example (32bit 3ds Max 2011 on Windows 7 64) the orignal value was:
"C:\\Program Files (x86)\\Autodesk\\3ds Max 2011\\3dsmax.exe"
To make 3ds Max look for a network license you add "-yc" at the end (without the quotes and after the quotes around the full path to the 3ds Max executable):
"C:\\Program Files (x86)\\Autodesk\\3ds Max 201\1\3dsmax.exe" -yc
Now when you start 3ds Max it will look for a network license.
For more details see Solution TS15198713 Licensing – Switching from Standalone to Network license mode