You cannot change the signature of your apk uploaded to the play store, you will need to use the same signature as before. If you change the signature of your application and try to download it, you will receive an error message indicating that the same application was found, but with a different signature.
If you manually send your users an application (for example, mail) with a changed signature, they will have to delete the current application before they can install the same application with a new signature. Users lose application data by doing this! This is a security mechanism, so hackers / bad people cannot change your apk and get user data this way.
Android uses a signature to verify that the application is indeed an update to the existing one on your phone. Since only your password, etc., Hackers cannot use it there, for example, fake application updates.
Summary: Always use the same signature!
Check out: http://developer.android.com/tools/publishing/app-signing.html
Edit: As @HandlerExploit said, you probably have your βnon-market version / debug versionβ of the application still installed on your phone, the debug version of the application is always signed with the default debug signature. This signature is different from the one on the market.
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