Universal markets mid-market financial applications for distribution, distribution, equipment and tool rental, retail, service and party and tent rental. Universal’s pitch is directly opposite to one being made by Microsoft. Microsoft has been convincing smaller vendors to use Dynamics as the accounting engine so that these companies can concentrate resources on the specialized modules needed for their markets. Coletti says that’s not the best approach because when the larger vendor updates its applications, it’s probably not thinking of the impact on the other party.