The Strava tie-in is a bit fanciful, and really not necessary. What I'm really looking for somebody
to do is a rain-resistant phone with a big battery and a bike mount.
I don't mind whether Samsung or HTC or Huawei or Ainol
or ZTE or LG or Motorola or MKT or any of the no-name electronic assembly shops in Shenzhen do it under their own label, or whether a segment-specific brand gets on board. Strava is a logical organisation to get involved, but any of the other fitness apps (or bike brands or clothing brands or dietary suppliment brands or performance enhancing pharmaceutical brands or...) could do commission and co-brand it, and you have to admit that a Strava phone (or Endomondo? Rapha? Cervelo? Celebrity Slim?) has a whole lot more street cred than an Ainol device
When you read stories like this:http://venturebeat.com/2012/09/15/hardware-is-dead/
... you can see just how cheap and comoditised the hardware has become. I want that $45 tablet, but with maybe a 3.5" screen instead of the 10" (makes it even cheaper!), with a few rubber seals on the case... mounted on my handlebar. Even if it doesn't have phone functionality - just the GPS bit, with pre-existing Android apps to control it, and WiFi to upload the data when I get home... although, hell, for the price of an extra $3 chip on a circuit board, why not make it capable of working as a phone as well? They have all the circuitry and software to run a camera (or two) - why not put a wide-angle camera on the front end of it, with adjustable aim height, to record rides to a microSD card (instead of strapping a Go-Pro to your head as well as the Garmin on your bars... and the phone in your jersey pocket).
Factories are putting in production lines to build these $45 no-name phones and tablets, on spec, hoping that they can sell a few (thousand) at street markets and maybe even get a lucrative export contract to dump a few thousand into America or Europe. If a recognised brand plonked down the cash for a 10k unit first order (with projected order schedule of another 100k units per year or whatever), they'd get them built.
Of course, a recognised brand would need to weigh up the risk to reputation if the device was a piece of junk, so they'd probably want to partner with a reputable manufacturer rather than the cheapest sweatshop in Shenzhen. So, price goes up. Instead of $35/piece they might have to pay $70/piece. Sell them online for $210 and triple your money, shipped direct from a warehouse in China. Or something different. I'm not a marketing and logistics guy.
How many $200-$800 devices do Garmin sell? Do they automatically upload your data over WiFi? Can you make a phone call on one? Can you play Angry Birds?
If it existed, it would be my next phone.