The term Web 2.0 did not resurface until 2002. Kinsley and Eric focus on the concepts currently associated with the term where, as Scott Dietzen puts it, "the Web becomes a universal, standards-based integration platform". In 2004, the term began to popularize when O'Reilly Media and MediaLive hosted the first Web 2.0 conference. In their opening remarks, John Battelle and Tim O'Reilly outlined their definition of the "Web as Platform", where software applications are built upon the Web as opposed to upon the desktop. The unique aspect of this migration, they argued, is that "customers are building your business for you". They argued that the activities of users generating content (in the form of ideas, text, videos, or pictures) could be "harnessed" to create value. O'Reilly and Battelle contrasted Web 2.0 with what they called "Web 1.0". They associated this term with the business models of Netscape and the Encyclopædia Britannica Online. For example,