This would not work too well with a device with better than typical screen size/pocket space ratio (thin bezel), like the Defy, but i really like how they did n

This would not work too well with a device with better than typical screen size/pocket space ratio (thin bezel), like the Defy, but i really like how they did not stop at their solution to the main task (holding a phone) and also thought of less glamorous problems like being able to elegantly keep the strap on the bike when the device is not attached. PS: if they are making "Made in Austria" such a prominent part of their branding, it might not be optimal to have a product video that's so markedly Berlin. OTOH, that underpass is such an amazing cross between generic and iconic, i can hardly blame them for using that location (like so many others)