Change your sdk in the pom.xml and local.properties (not sure if both are needed, but I change both).
You need to install the cordova/phonegap/callback/whatever android JAR manually into your local maven repository, using:
Use mvn install:install-file -DgroupId=org.apache.cordova -DartifactId=cordova -Dversion=2.0.0 -Dfile=<YOUR_PHONEGAP_ANDROID_JAR> -Dpackaging=jar
Then run:
mvn -Dandroid.sdk.path=<YOUR_SDK_PATH> clean install android:apk
mvn android:emulator-start
mvn android:deploy
This should create an APK for you which can then be installed.
android.sdk.path=/opt/android-sdk on my system.
http://maven-android-plugin-m2site.googlecode.com/svn/plugin-info.html