how to install .apk frombin directory

Hello everybody, I'm newbie in android development.. I've got a problem, I want to export my android project from eclipse (actually, I use eclipse helios release version 1) into .apk.

I take my .apk from bin directory (I use Windows 7 Ultimate as operating system in computer)

[see image], and after I Install .apk into my phone (Sony Ericsson Xperia X10i, Gingerbread version as Android OS), the error occurs and the application doesn't want to run

[see image].

So, I need help from you all... give me solution from my problem.. thanks