This is the the answer from Google Play Team:

Hi Luigi,
Thank you for your note.
If you've lost your keystore you'll have to publish the app with a new 
package name and a new key. You should also update the description of the 
original app and unpublish it. Please note that users are allowed unlimited 
reinstalls of each application distributed via Google Play, an application 
will remain available to users that have already installed it even after it 
has been unpublished. Currently we do not support the deletion of apps or 
the re-use of package names.
Unfortunately, there is nothing else we can do to assist you further with 
this matter. 


Regards,
The Google Play Team


The only idea that comes, is to create a new application that monitors the 
status validity of the license of the old app.
Something like this:

new = CheckLicense(newAppPackageName)

old = CheckLicense(oldAppPackageName)
if ( old || new)
   continue with the normal app


Ah, Mark, As soon as I reach revenues of July, I have to buy a subscription 
to your products.


On  Wednesday, August 1, 2012 6:20:03 PM UTC+2, Mark Murphy (a Commons Guy) 
wrote

> On Wed, Aug 1, 2012 at 12:04 PM, Luigi Papino <[email protected]> 
> wrote: 
> > I did not even have a chance to speak with someone in the support. 
>
> Try: 
>
> http://support.google.com/googleplay/android-developer/?hl=en 
>
> -- 
> Mark Murphy (a Commons Guy) 
> http://commonsware.com | http://github.com/commonsguy 
> http://commonsware.com/blog | http://twitter.com/commonsguy 
>
> Android Training in DC: http://marakana.com/training/android/ 
>

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