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Developer Certificate
#BBID
You need the BBID (BlackBerry ID) to perform anything shown below. One can be created here. Better make sure to use an email that identifies you or your company as some non-transferable keys are assigned to this email.
#Signing
To be able to sign and upload applications for testing on your device, you need to request signing keys from BlackBerry. This process was changed several times over the last couple of years. Visit the Signing Keys page for details or browse BlackBerry docs.
My suggestion is to request keys for PlayBook and then link them with BBID mentioned at the top of this page. This will eliminate all confusions and will let you sign applications for any version of the NDK.
Later, once you received the keys, you can activate them via the Signing settings page of the plugin inside Visual Studio. Simply click Options in BlackBerry menu.

Navigate to the Signing tab:

Then click [Register...] buton and input the same data you did on the Request Signing Keys page. After that, complete the process by clicking [Create Certificate...] button.
Final results should be similar to:

And once everything is completed correctly, you should see the info updated next to the [Register..] button.

You can also request new developer token from Visual Studio. On the registration form for BB10 devices click the Create Token... button, that will guide you through the whole process.
#Publishing applications in AppWorld marketplace
It is required to become an official software vendor to be able to publish applications in BlackBerry AppWorld. You can request an account here. Some small guide from BlackBerry is here. However, do remember that it will take some time. BlackBerry will verify all data you provided and may contact you directly. This is the same process Apple, Google or Microsoft do, when you sign in into their mobile stores. Also some additional documents will need to signed, if you want to sell applications. Please contact your local legal advisor for more details.