The company plans to expand it to support Android and BlackBerry in the coming months, too.

So far, publishing firms Hachette Filipacchi Media and Time Out are using the new platform, which uses a drag'n'drop interface to make creating iPhone apps easier for non-programmers.

"The popularity of mobile applications stores like iPhone's App Store and RIM's App World means that media and brands are overwhelmed trying to quickly build high quality applications," says CEO Ludo Collin.

"EachScape greatly simplifies the process. If you can design a decent PowerPoint presentation, you can now build and manage your own mobile application."

That's as maybe, but can your application make use of social technologies like Facebook Connect, or some of the newer features of the iPhone 3.0 software?

Details of this, and pricing for the platform, are thin on the ground for now. While ease-of-use is clearly a big selling point for EachScape, it will need to ensure it also helps its customers to make use of new innovations as they become available.