User Friendly Media, formerly the User-Friendly Phone (News – Alert) Book, recently launched a new HTML5 Web-based mobile app called Universal Web App. Part of the company’s User Friendly Apps line, Universal Web App allows small to medium-sized businesses (SMBs) to create mobile apps without the need to download software, create a developer account or maintain an app store profile.

The solution provides exactly the affordability and flexibility needed by SMBs, while enabling quick creation of apps, providing access to productivity tools and making it easy to connect with customers on any mobile device.

“We are excited about the launch of Universal Web App and the opportunity to offer SMBs another powerful tool for solving business challenges and engaging with customers,” said Bruce Howard, CEO of User Friendly Media, in a statement. “All of our mobile apps are developed with the specific needs of SMBs in mind — they are easy to set up and fully customizable, and they increase efficiency around everyday tasks.”

Since the use of mobile apps continues to grow, more SMBs have recognized the need to offer mobile apps in order to better compete with larger companies. Indeed, a recent report from Flurry, a mobile analytics firm, states that when using a mobile device, users spend 80 percent of their time in apps. Considering the ubiquity of mobile devices, apps may even present a way to level the playing field for smaller businesses.

The Universal Web App’s release comes only a handful of months after User Friendly Media’s acquisition of App Express and represents another major step forward for the company’s mobile efforts.

As part of the User Friendly Apps product line, Universal Web App shares a number of features with User Friendly Media’s iPhone and Android apps, including appointment scheduling, payments via PayPal (News – Alert), direct customer messaging, deals and coupons, and a complete management dashboard.