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In this firmware that is ARM Little endian.
There is two strings :
0x00006953 : Foretrex 701
0x00006960 : Foretrex 601
The issue, is there is no direct Xreft to any of thoses strings ?
For the firmware, it's pretty much the same.
As IDA cannot find the entry point, to start analyzing the binary (after setting CPU to arm little endian) select all the code (with CTRL+SHIFT+PAGE_DOWN) press C, then "Analyze"
As suggested in one of the answers, it's because of the base address, I used rbasefind to find the base_address of the firmware, and edited it to find the address of the bootloader as there was only two strings plus 11 false string positives.
