Finding and using the right serial number

[octoberdana]

I just replaced my Incredible with another brand new within the 30 day replacement window.

I am trying to add the Incredible to an insurance policy and I need the serial number. I have the serial number off the original box, but I no longer have posession of that phone. So I am assuming that I would want to register the serial number off of the new phone with the insurance company.
How do I find the serial number on my new device so that I can register it with the insurance company?

 

[dymmeh]

it's under the battery

 

[woop]

Usually its gonna be the IMEID underneath the battery.