Windows Phone (abbreviated as WP) is a series of proprietary smartphone operating systems developed by Microsoft. It is the successor to Windows Mobile, although it is incompatible with the earlier platform. With Windows Phone, Microsoft created a new user interface, featuring a design language named "Modern" (which was formerly known as "Metro"). Unlike its predecessor, it is primarily aimed at the consumer market rather than the enterprise market. It was first launched in October 2010 with Windows Phone 7.