Android marketplace private applications for hardware exclusive?

We're working with a client who's planning on bundling their software on a new piece of hardware.

The app will be bundled on the internal memory and needs to be updateable but is device specific, it's a hardware excl开发者_开发技巧usive app.

Ideally we'd like to use the marketplace as the update backbone but there don't seem to be any options for having a private application.

How is this normally done?

Have a look at this post

http://groups.google.com/group/android-discuss/browse_thread/thread/7ab083cabe70e77c?pli=1