Windows 8 introduced major changes to the operating system's platform and user interface to improve its user experience on tablets, where Windows was now competing with mobile operating systems, including Android and iOS. In particular, these changes included a touch-optimized Windows shell based on Microsoft's "Metro" design language, the Start screen (which displays programs and dynamically updated content on a grid of tiles), a new platform for developing "apps" with an emphasis on touchscreen input, integration with online services (including the ability to synchronize apps and settings between devices), and Windows Store, an online distribution for downloading and purchasing new software. Windows 8 added support for USB 3. 0, Advanced Format hard drives, near field communications, and cloud computing. Additional security features were introduced, such as built-in antivirus software, integration with Microsoft SmartScreen phishing filtering service and support for UEFI Secure Boot on supported devices with UEFI firmware, to prevent malware from infecting the boot process.