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The serial number is deliberately zeroed in the image. If you use a hex editor, you can find the serial number at 0x200.
Some people have reported issues with updating in one step to the latest firmware. Check the firmware version you are currently on and try updating in steps (say, your current version is less than 4.33.19759, update to 4.33.19759, then to 4.37.21586 and then to 4.38.23171 before trying for the latest (currently 4.38.23552) version.
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