The disclosure relates, e.g., to media processing methods and arrangements. One method includes: obtaining first optical data in a first user's cell phone, the first optical data corresponding to a first face of a product's packaging, the product also including a second face of the packaging, the first face comprises first digital watermarking conveying first data and the second face comprises second digital watermarking convey second data; analyzing the first optical data to obtain the first data therefrom; responsive to providing the first data to a remotely located computer resource, the first user's cell phone receiving a first response; obtaining second optical data in a first user's cell phone, the second optical data corresponding the second face of the packaging; analyzing the second optical data to obtain the second data therefrom; responsive to providing the second data to a remotely located computer resource, the first user's cell phone receiving a second response, the second response being different from the first service; and storing in the cell phone an association between: i) the first data and the first response, and ii) the second data and the second response. Of course other methods, combinations and systems are disclosed as well.