I\'ve built a silly app to share among a few friends. No need to put it up on the app-store.
I built the first apk (signed), uploaded it to a web-server
For Unity users who come to this question, the best answer is indeed the one above by @Ehsan
adb uninstall "com.yourapp.yourapp"
I had already installed a previous version on my Android device then selected Development Build in Unity > Build Settings which caused the APK to use a different signature. If you install through the Android GUI it doesn't actually remove everything so you have to use ADB.