Announcing staging environment of TTN Back-end 1.0

I'm really struggling to get a device registered.

I use the standard command and I'm getting the following error message. I've managed to get the re-configured etc.
Setup up new account and password
Setup and Application
Associate the application

./ttnctl devices register personalized 02D1DD03
INFO Generating random NwkSKey and AppSKey...
FATAL Could not register device error=rpc error: code = 2 desc = Invalid operation: rpc error: code = 2 desc = Invalid operation: Unauthorized

I'm clearly missing something obvious here!