Abstract:
A media token with a pushbutton RFID (Radio Frequency Identification) tag which, when activated by a button press, enables a globally unique identifier (“GUID”) encoded in the tag to be read by an RFID reader that is operatively coupled to a client device. The GUID is resolved by an on-line media content service which identifies media content that is associated with the media token. The service streams the content to the client device, or delivers it for local storage which is rendered by the client device. Since the press of the button causes the content to begin playing, an association is created between the media token and the rendered content. However, the media token itself does not function as a content container, but instead provides a convenient way to control content playback while functioning as a physical vehicle that can be packaged, touched, and shared much like traditional media.

Description:
BACKGROUND 
     The development of media content in digital form has created new ways for consumers to access and experience video and audio content. With more than one billion people on-line, and broadband Internet access becoming more widely available in United States and international markets, enjoying digital media content is becoming much faster and easier. Consumers can now stream media content, or download and play content on a large number of electronic devices with a level of quality that increasingly matches traditional high-quality home theatre and audio systems. 
     A variety of different business models may be used for delivering media content, and consumers can typically choose from among large catalogs and get the content delivered quickly and conveniently from the on-line source whenever they want it. Consumers like the quality, choice, and flexibility that digital delivery provides, and continued growth and demand is anticipated. Some analysts point to such growth as partly contributing to the decline of sales of music that is physically delivered on CD (Compact Disc). And while DVDs (Digital Versatile Discs) currently continue to be a preferred way for consumers to access and consume video such as feature films and movies, on-line video delivery is expected to experience very significant growth in the future, particularly as bandwidth availability improves and effective Internet acceleration and traffic management techniques continue to be developed and deployed. 
     While digital media content delivery is very popular and proving to be commercially successful, some consumers continue to prefer physically embodied media content and its traditional packaging. For these consumers, digital media content does not provide the kind of close and personal interaction that results when one has a physical object to look at, touch, and hold and which can further reinforce a sense of ownership. 
     This Background is provided to introduce a brief context for the Summary and Detailed Description that follow. This Background is not intended to be an aid in determining the scope of the claimed subject matter nor be viewed as limiting the claimed subject matter to implementations that solve any or all of the disadvantages or problems presented above. 
     SUMMARY 
     A media token with a pushbutton RFID (Radio Frequency Identification) tag is arranged so that, when activated by a consumer pressing the button, a globally unique identifier (“GUID”) encoded in the RFID tag may be read by an RFID reader that is operatively coupled to a client device such as a media center PC (personal computer), game console, home entertainment system, or set-top box. The GUID is resolved by an on-line media content service which identifies media content such as music or video that is associated with the media token. For a first time activation of the pushbutton RFID tag, the service streams the media content to the client device, or delivers it for local storage along with metadata that describes the usage rights for the content. The client device then renders the media content from the stream or local store. On subsequent activations, the client device will perform a look-up in a local database to identify applicable usage policy and locate the media content in the local store, and then render the content from the store without having to contact the on-line media service again. 
     Since the press of the button on the media token causes the media content to begin playing on the client device, an association for the consumer is created between the physically embodied media token and the rendered content. However, the media token itself does not function as a container for the media content (which instead comes from the service), but instead provides a convenient way to control playback of media content while also functioning as a physical vehicle that can be packaged, touched, and shared much like traditional media. 
     In various illustrative examples, the media token is embodied as a card having the approximate size and shape of a playing card. The pushbutton RFID tag is configured as a low cost passive tag that contains no internal power supply but instead relies on power emitted by the RFID reader coupled to the client device. The media card may include text, graphics, images, and other information that describes the media content that is associated with it, and/or may also convey other information such as promotional and marketing messages or offers. A variety of distribution models for media cards are supported including sale at retail outlets and promotional distribution through direct mail, viral marketing using existing social networks, or via hand-outs at events such as concerts and movies. Media content associated with the media card can also be protected under various digital rights management (“DRM”) methodologies to guide how content may be transferred, for example, to other devices like portable media players, and/or to limit play count in some cases. However, the DRM rules do not have to be embedded in the media card itself, but instead may be determined through resolution of the GUID alone, or in combination with other identifying data such as a customer account ID or login, and then enforced at the local client device. 
     This Summary is provided to introduce a selection of concepts in a simplified form that are further described below in the Detailed Description. This Summary is not intended to identify key features or essential features of the claimed subject matter, nor is it intended to be used as an aid in determining the scope of the claimed subject matter. 
    
    
     
       DESCRIPTION OF THE DRAWINGS 
         FIG. 1  shows an illustrative environment including a variety of media content rendering client devices with which an illustrative media card with a pushbutton RFID tag may be operated; 
         FIG. 2  shows an illustrative arrangement where a portable media player is synchronized with a PC (personal computer); 
         FIG. 3  shows the front and reverse sides of an illustrative media card in which a pushbutton RFID tag is incorporated; 
         FIGS. 4 ,  4 A, and  4 B show illustrative alternative configurations for the media card in which a bar code, raised Braille markings, and promotional offers, respectively, are included; 
         FIG. 5  shows an illustrative arrangement in which a plurality of media cards are held; 
         FIG. 6  shows an exploded isometric view of an illustrative present pushbutton RFID tag; 
         FIG. 7  highlights the interaction between the pushbutton RFID tag and a passive RFID reader; 
         FIG. 8  shows two alternative activation behaviors of the pushbutton RFID tag; 
         FIG. 9  shows an illustrative media content delivery service architecture that works with a media card having a pushbutton RFID tag; 
         FIG. 10  shows an illustrative scenario in which media content is played locally in response to interaction with a media card with a pushbutton RFID tag; and 
         FIG. 11  shows a flowchart of an illustrative process that addresses RFID tag duplication. 
     
    
    
     Like reference numerals indicate like elements in the drawings. 
     DETAILED DESCRIPTION 
     A significant challenge presented by digital delivery of media content is that some consumers have bemoaned the loss of something tangible to look at or hold after, for example, buying and downloading a song from on on-line source, and may also express a diminished sense of ownership. That is, CDs and DVDs and their associated cases or packaging give physicality to media content that is otherwise intangible, and can provide both a visual and tactile sense to the consumer that the media content exists beyond merely being a collection of digital ones and zeroes. Without a physically manifested form, the digitally delivered media content is listened to, or watched, but then is gone. The consumer is thus limited in pursuing the kinds of interaction with the digital media content that may be traditionally performed with their physically embodied counterparts. 
     For example, consumers often enjoy browsing through their CD or DVD collections by pulling a case from the shelf and perhaps viewing the artwork or images on the cover, looking at the content list and description, artist/actor information, etc. CDs and DVDs are also frequently packaged with additional printed collateral such as liner notes, booklets, lyrics, and biographies. Special editions and “boxed sets” can take this a step further and may include more extensive amounts of collateral materials that are designed to be of interest to the consumer. 
     On-line media content delivery services can replicate many aspects of an interaction with physical media content, and in some cases enhance it by providing, for example, interactive features, and/or more comprehensive information. However, while often satisfactory, such on-line experiences are very different from interaction with traditional physical media content and are not always well-suited to social settings involving a group of people. For example, a consumer and a few friends might be looking at the consumer&#39;s collection of CDs to decide which songs are going to be played on a home stereo. Each member of the group is pulling CDs off the shelf, looking at the song lists, reading the collateral materials, sharing materials with the others, and making suggestions as to the playlist. This kind of group social interaction, which consumers often highly value, is not typically achievable with user interfaces supported by PCs or other media rendering devices which tend to be configured for individual use. 
     In contrast to existing on-line content delivery, the present media token with pushbutton RFID tag enables a service to bridge the benefits of digitally delivered media content with the characteristics provided by traditional physical media that consumers often desire. The media token provides a way to control playback of associated media content using an inexpensive physical vehicle that consumers may hold in their hands, look at, and share with others. 
     Turning now to the drawings,  FIG. 1  shows an illustrative environment  100  including a variety of media content rendering devices  102   1, 2 . . . N  with which an illustrative media token with a pushbutton RFID tag may be operated. In this particular example, the media token is embodied as a media card  110  which is approximately sized as a conventional playing card and includes a pushbutton RFID tag  115  that is configured as a passive tag. Details of the pushbutton RFID tag  115  are shown in  FIGS. 3-8  and described in the accompanying text. 
     Media tokens may also be formed using other objects to which a pushbutton RFID tag is affixed or incorporated. Examples include greeting cards, instruction manuals, books, notebooks, pamphlets, magazines and other printed matter. Media tokens may also include traditional promotional giveaways or gift items such as pens, mugs, toys, mouse pads, flashlights, keychains and fobs, small USB (Universal Serial Bus) thumb drives, etc. Articles of clothing and other apparel can also be utilized as media tokens in some applications, as can trophies and awards, for example. 
     The media content rendering devices  102  are representative of a variety of electronic devices that can be connected to the Internet and can render media content such as audio and video. Such media content commonly includes, for example, music, audio books, podcasts, images like photographs, video in the form of television programs, movies, music videos and the like. The devices include a media center-type PC  102   1 , a game console  102   2  which is operatively coupled to a television  118 , and a set-top box  102   N  which is operatively coupled to a television  120 . Each device  102  operates as a client device for a media content service that is accessed over a network such as the Internet, as described in more detail below in the text accompanying  FIG. 9 . 
     In many typical scenarios, the client devices  102  will be located in different rooms of a home. Thus, for example, the PC  102   1  is located in a home office  122 , the game console  102   2  is in the family room  125 , and the set top box  102   N  is set up in the living room  128 . 
     In this example, the PC  102   1  and game console  102   2  are each further configured to include RFID reader functionality that is internally integrated. The set-top box  102   N  utilizes an external RFID reader  132  that is coupled, for example using a USB connection. 
     A portable media player  135  is used by a consumer  138  in the illustrative environment  100 . As indicated by reference numeral  130 , the consumer  138  may use the portable media player  135  while on the go and in various locations. The portable media player  135  is representative of the variety of portable electronic devices that are available that can play audio, video, or both including MP3 players (Moving Pictures Expert Group, MPEG-1, audio layer 3), portable multimedia players, pocket PCs, smart phones, mobile phones, handheld game devices, personal digital assistants (“PDAs”), or other types of electronic devices that can store and render media content. In this example, the portable media player  135  is further configured to include an internally integrated RFID reader. 
     As indicated by the arrows in  FIG. 1 , the media card  110  may wirelessly communicate with the client devices  102  and portable media player  135  using RF signals that are exchanged between the pushbutton RFID tag  115  and the respective RFID readers used with the client devices  102 . More details about the wireless RF communication are provided in the text accompanying  FIG. 7 . 
     In this example, the portable media player  135  is arranged to be operatively couplable with the PC  102   1  using a synchronization process by which data may be exchanged or shared between the devices. The synchronization process implemented between the PC  102   1  and portable media player  135  typically enables media content to be downloaded from an on-line source to the PC  102   1  and then transferred to the portable media player  135 . 
       FIG. 2  shows the portable media player  135  as typically inserted into a dock  202  for synchronization with the PC  102   1 . Dock  202  is coupled to an input port  206  such as USB port (Universal Serial Bus) with a synchronization (“sync”) cable  215 , in this example. In alternative arrangements, the portable media player  135  may be coupled directly to the sync cable  215  without using the dock  202 . In addition, other arrangements may also be used to implement communications between the portable media player  135  and PC  102   1  including, for example, those employing wireless protocols such as Bluetooth, or Wi-Fi (i.e., the Institute of Electrical and Electronics Engineers, IEEE 802.11 standards family). 
       FIG. 3  shows the front side  302  and reverse side  304  of the illustrative media card  110  in which a pushbutton RFID tag  115  is incorporated. The front side  302  of the media card  110  typically includes an area that may be used to highlight or describe the media content that is associated with the card  110  such as a title  312  and/or artwork  315 . In this example, the media content associated with the media card  110  is a jazz album that includes multiple tracks of music. However, it is emphasized that the associated media content is not limited to music, nor does it need to include multiple pieces of content such as music tracks. For example the associated media content could be a video of a feature film, a collection of music videos, or comprise one track of music (e.g., a “single”). In other arrangements, the media content associated with the media card  110  may be used for promotional purposes and could include a short trailer of a feature film. 
     As shown in  FIG. 3 , the pushbutton RFID tag  115  is located in the upper right-hand corner of the media card  110 . However, this location is merely illustrative, and the tag  115  may be located in various other positions on the card  110  to meet the requirements of a particular implementation. 
     The reverse side  304  of the media card  110  typically includes an area that may be used to provide additional information that may be of interest to a consumer. For example, text  320  and/or graphics  326  can be included to list tracks, provide information about the artist and band, and the like. The elements provided on the reverse side  304 , their layout, and specific content included can be expected to be selected as a matter of design choice and will typically vary. 
     The media card  110  may also be alternatively configured to convey a variety of other kinds of information. For example, as shown in  FIG. 4  a UPC (Universal Product Code) barcode  402  is printed on the front side  302  of the media card  110 . In  FIG. 4A , raised Braille markings  413  which spell out “Jazz Favorites” are included. Promotional and marketing messages, advertising, and offers such as coupon  425  which is provided on the reverse side  304  may also be provided by the media card  110 . 
     In many applications, the media card  110  will be arranged using low-cost materials such as thermoplastics, or plastic-coated card stock. The media card  110  will also typically be sized so that multiple cards can be comfortably held and sorted through as easily as a deck of playing cards. For example, as shown in  FIG. 5 , a group of media cards, including the representative media card  110 , can be fanned out in the hand  505  of a consumer like playing cards. Media cards can also be conveniently placed in a shirt pocket for travel or compactly stored in a collection. 
     A media token such as the media card  110  supports a variety of different physical distribution models and channels compared with on-line-only media delivery. These include retail sale where media tokens can be sold in a similar manner as conventional physical media such as CD and DVD. However, as the media token is not a container for media content, there are more ways to produce it for retail distribution. For example, a media card can be produced at the time of sale where the GUID is locally associated with the particular media content and then the card is printed with the appropriately matched text and/or graphics. Such on-demand production may be supported by retail personnel, or using self-service kiosks, for example. 
     The present media token also presents new options for promotional distribution of media content which would previously have been uneconomical or difficult to target. For example media tokens may be used in direct mail campaigns, or handed out at live concerts where a consumer may be given access to a sample recording from the concert soundboard. In this case perhaps the media token includes information or a coupon that may be redeemed to purchase a complete recording, video, or related merchandise at a special price. 
     Media tokens also provide a new way to support viral marketing. Here, influencers&#39; physical social networks are a natural nexus for distribution of limited-use or special promotional materials which include or incorporate a media token. By comparison to traditional promotional materials, media tokens are less expensive and as a result are more disposable and more easily shareable than traditional “white label” or other existing preview or sample media types. 
     The pushbutton RFID tag  115  is shown in exploded isometric view in  FIG. 6 . As noted above, the pushbutton RFID tag  115  is arranged as a passive RFID tag. The pushbutton RFID tag  115  can be arranged in compliance with the UHF (Ultra High Frequency) Class 1 Generation 2 protocol (commonly known as the “Gen 2” standard) published by EPCglobal which covers passive-backscatter RFID systems operating in the 860 MHz-960 MHz frequency range. 
     As shown in  FIG. 6 , the pushbutton RFID tag  115  comprises a front substrate  605  and back substrate  610  which sandwich a layer that includes an antenna  616  having a folded dipole, and RFID integrated circuit (i.e., “chip”)  622 . The substrates will typically be formed from a thin and flexible material such as thermoplastic (e.g., polyurethane, polyethylene terephthalate, polypropylene, or polyester) or paper. The front substrate  605  includes markings (e.g., an icon and the word “Play”) to indicate to the consumer that the tag  115  may be pressed to start playback of the media content that is associated with the tag. 
     The reverse side  625  of the back substrate may include a layer of pressure-sensitive or other type of adhesive to enable the pushbutton RFID tag  115  to be affixed to the media card  110 . Alternatively, the tag  115  may be laminated to the media card  110 . 
     A pushbutton actuator  628  is positioned in front of the antenna  616  and chip  622 . In this example, the actuator  628  is a momentary contact, dome-type tactile switch (i.e., a “tact” switch) which is typically encapsulated within layers of polyester and acrylic-based adhesives in what is termed a membrane switch configuration. 
     The RFID chip  622  is arranged to store data, and in particular, a globally unique identifier (“GUID”) to identify the pushbutton RFID tag  115  and the media card  110  with which it is incorporated. In many applications, the RFID chip  622  will be arranged with 32 and 128 bits of memory, but other memory values may also be used. 
     The pushbutton RFID tag  115  does not include an internal power supply, and consequently must rely on power emitted by an RFID reader in order to transmit data. As indicated in  FIG. 7 , the antenna  616  in the pushbutton RFID tag  115  absorbs an RF signal (as shown by arrow  708 ) which is emitted by an RFID reader  715  (i.e., as used by the client devices  102  and the portable media player  135  as shown in  FIG. 1  and described in the accompanying text). The RF reader  715  is normally arranged to continuously scan for RFID tags by continuously emitting the RF signal. 
     The RF signal includes a modulated portion along with periods of an unmodulated carrier. An RF voltage that is developed across the antenna&#39;s terminals during the unmodulated period is converted to DC (direct current) which is used to power the RFID chip  622 . The RFID chip  622  modulates the RF signal (typically by varying the RF input impedance) that is sent back to the RFID reader  715  (as shown by arrow  718 ). The RFID reader  715  converts the modulated RF signal into digital data to resolve the GUID. 
     The read range for the pushbutton RFID tag  115  can be expected to vary depending on the implementation conditions including the size and configuration of the antenna  616 , the power of the RFID reader  715 , and interference from other RF devices, and so on. However, read range generally increases with the frequency of operation so that the effective range may be around three meters for the RFID readers that are used with the client devices  102  in  FIG. 1 . By comparison, the RFID reader that is incorporated in the portable media player  135  will typically be configured to support a shorter read range, for example up to around several centimeters. 
     In accordance with the principles of the present arrangement, the RFID chip  622  is normally disconnected from the antenna  616 . In this unactivated (i.e., “off”) state, the pushbutton RFID tag  115  is transparent to the RFID reader  715  and its GUID will not be read when scanned. When a consumer presses the button on the RFID tag  115 , the actuator  628  couples the antenna  616  to the RFID chip  622  so that the tag gets powered up and becomes activated. The RFID chip  622  can return the modulated RF signal back to reader  715  so that the GUID may be read. 
     Several different activation behaviors may be alternatively implemented, as shown in  FIG. 8 . In the first graph  810 , each press by the consumer  138  on the pushbutton RFID tag  115  causes the tag to be momentarily activated. So, for example, as the consumer  138  moves from room to room in the environment  100  ( FIG. 1 ) with the media card  110  in hand, each press on the pushbutton RFID tag  115  will cause each respective RFID reader in the client devices  102  to read the GUID. Thus, for example, the consumer  138  can play the media content associated with the media card  110  (i.e., “Jazz Favorites”) on the PC  102   1  with a first press ( 811 ), move to another room and play the content on the game console  102   2  over the television  118  with a second press ( 812 ). The consumer might then place the media card  110  near the portable media player  135  to play the content on the player with a third press of the pushbutton RFID tag  115  ( 813 ). 
     In the second graph  820  shown in  FIG. 8 , a press by the consumer  138  on the pushbutton RFID tag  115  causes the tag to be activated and stay activated until another press of the button turns it off. With this activation behavior, which termed is “code switching,” for example, the consumer  138  with a press ( 821 ) of the pushbutton RFID tag  115  can activate it within RFID reader range of the PC  102   1  and begin playback of the jazz content in the home office  122 . As the RFID tag  115  stays activated, when the consumer  138  moves to the family room  125  with the media card  110  in his pocket, the jazz music will appear to follow the consumer because the RFID reader in the game console  102   2  will scan the tag and resolve the GUID to begin playback once the tag comes within range. This activation behavior will be discontinued with a second press ( 822 ) on the pushbutton RFID tag  115 . Code switching may be typically implemented by configuring the actuator  628 , or employing logic in the chip  622 , or using a combination of both switch configuration and logic. 
     The consumer  128  can implement the “music-follows-me” feature again with another press ( 823 ), for example, to begin playback on the set-top box  102   N  in the living room  128  and have it continue on the portable media player  135  when the consumer goes out for a walk. Another press ( 824 ) of the pushbutton RFID tag  115  deactivates the feature so that the music will not begin playing on the PC  102   1  when the consumer gets back from his walk and goes into the home office to check his e-mail. 
     The “music-follows-me” example also highlights a feature that the present arrangement provides where a single media token may enable the dynamic delivery of media content having variable resolution, sampling rates, or other characteristics. An illustrative example is where the media content is a video such as a music video or movie. In this case, it may be anticipated that the consumer will have client devices that have varying display capabilities. For example, the PC  102   1  may use a comparatively low resolution monitor, while the game console  102   2  is connected to a high-resolution widescreen monitor, and the portable media player  135  has a small built-in display. As the consumer moves from room to room, or switches to using the portable media player  135 , the media content delivered to the device can be dynamically tailored to the appropriate resolution. 
     As noted above, a media content delivery service provides the actual content to the client devices  102  that is associated with the media card  110 .  FIG. 9  shows an illustrative architecture  900  for such a media content delivery service. While  FIG. 9  shows the PC  102   1  as a representative client device, it is noted that the architecture  900  is operative with other client devices shown in  FIG. 1  and described in the accompanying text. 
     In this example, the media content delivery service  905  is configured to be accessed by the client devices  102  shown in  FIG. 1  over public networks such as the Internet as a “cloud-based” service. The media content delivery service  905  includes an activation service  912  and a content service  915 . It is noted that the activation service  912  does not necessarily need to be associated with a specific content service. For example, third-party content repositories, as indicated by reference  920 , may be optionally utilized as shown in  FIG. 9 . 
     As shown, PC  102   1  is configured with a local client-side service component  908  which supports interaction with the service  905 , as well as with a media player  910 . In some applications, the client-side service component is responsible for enforcement of applicable usage policy or DRM protection for the media content. 
     In an illustrative usage scenario, architecture  900  is configured to implement a method for controlling delivery of the media content from the service  905  to the PC  102   1 . 
     The first step in the method (indicated by reference numeral  901  in  FIG. 9 ) involves the PC  102   1  implementing a continuous scan for media cards having a pushbutton RFID tag that is within range of its RFID reader. The second step ( 902 ) includes the PC  102   1  receiving the modulated RF signal which includes the GUID from the RFID tag  115  when it is activated by a consumer pressing the button. 
     At step three ( 903 ), the PC  102   1  makes an activation request to the activation service  912 . An illustrative form of the request is:
         &lt;PlayRequest deviceid=“my_media_center” tagid=“GUID”/&gt;.       

     At step four ( 904 ), the activation service  912  responds to the request with information such as metadata about the media content that is associated with the GUID. An illustrative form of the response is:
         &lt;PlayResponse&gt;&lt;Location href=“uri”/&gt;&lt;UsagePolicy . . . /&gt;&lt;/PlayResponse&gt;.
 
Metadata may include a variety of information that describes or is related to the media content such as track name, track number, album name, artist, genre, release year, and audio format in the case of music. For video, the metadata may include title, creator, release date, and video format. In some implementations, the metadata may include URLs (Uniform Resource Locators), or links, for accessing related content such as lyrics, cover artwork, artist information, concert information, reviews, interviews with the artists, actors, and directors, commentary, bloopers, behind the scenes footage, outtakes, remixes, and similar kinds of content. For both audio and video, the metadata may also include a description of the applicable usage policies or a URL to such policies. Consumers may view metadata, or interact with related content through user interfaces that are typically hosted by the client devices  102 . For example, the client-side service component  908  will typically include a user interface, or the consumer may utilize a web browser in some cases.
       

     At step five ( 905 ), the PC  102   1  requests content from the content service component  915 . An illustrative form of the request is:
         &lt;ContentRequest&gt;&lt;Location href=“uri”/&gt;&lt;UsagePolicy . . . /&gt;&lt;/ContentRequest&gt;.       

     At step six ( 906 ), the content service  915  delivers the media content that is associated with the media card  110  (as identified by the GUID read from the RFID tag  115 ) which in this example is the album “Jazz Favorites.” The delivered media content, and in some cases the associated metadata, may be subject to a particular usage policy which may specify, for example, that DRM protection is applicable. The usage policy will typically be stored as metadata in the metadata catalog  926 . 
     The usage policy applied to the delivered media content can vary by implementation. Illustrative examples include:
         1) Unlimited plays on any device (e.g., client devices  102  and portable media player  135 ) with unlimited retention of the media content;   2) Unlimited plays and retention on a first client device, but limited plays with no retention on a second client device, and limited retention on portable devices;   3) Limited plays on any device;   4) Limited plays on a first device only;   5) Single play (i.e., one-time-only);   6) “Golden Ticket” (i.e., rights which may be redeemed to access and/or use other media content or other services).       

     Formulation of a usage policy that is implemented at a local client device  102  may take solely the GUID read from the pushbutton RFID tag  115 , or use the GUID in combination with other identifying data such as a customer account ID or login. For example, a media content delivery service may be arranged using a registration or subscription-based business model where levels or tiered subscriptions are utilized. In those cases, a usage policy may include fewer limitations for a consumer who subscribes to a higher level of service. 
     In some implementations, a “proof-of-purchase” model may be utilized in which possession of a media card  110  is taken to represent ownership by the consumer  138  of the associated media content (e.g., the album of “Jazz Favorites”). In this situation, the physical presence of the media card  110 , as evidenced by the scan of the GUID from the pushbutton RFID tag  115 , may confer the same unlimited rights to playback and retain the media content that is enabled by owning a traditional CD that contains the content. Under this model, media content and related metadata is delivered to respective local metadata catalog and content stores  926  and  929  which may be implemented for example, on the hard disk of PC  102   1  where the content and metadata is cached for subsequent use. In other implementations where rights of playback and retention are more limited under the applicable usage policies or DRM protection, media content may only be streamed to a client device  102 , but not stored locally. 
     An extension of the proof-of-purchase model would be to limit playback and retention when the media card  110  is absent. For example, the consumer  138  may have purchased a media card  110  which enables the associated media content to be downloaded and stored locally at a client device  102 . As noted above, when the media card  110  is present, normally the consumer  138  would be able to play and transfer the media content between devices without restriction. However, should the consumer  138  lend the media card  110  to a friend, then the client device  102  could, for example, be restricted from playing the media content from the local store altogether, or may have a limit on the play count. When the friend returns the media card  110 , then the unlimited rights are restored. 
     In this regard, the media card  110  supports a usage model that is very similar to traditional media where its physical possession enables playback and lack of possession limits playback. As such a model can meet consumer&#39;s expectations as to what is reasonable and fair for purchased media content, the usage policies and DRM that are applicable to the media content become more transparent. In addition, using the media card  110  makes it easy for the consumer  138  to access and enjoy media content without necessarily needing to understand the mechanics behind its digital delivery. Indeed, some consumers will not even care or make the distinction that the media card  110  is not itself a media content container. Instead, aside from the media content that is rendered with a simple press of a button, these consumers will simply enjoy the traditional physical interaction with content that is enabled by the media card  110 . 
     In cases where the media content is locally cached in the media content store  929 , subsequent requests for playback of the content may typically be handled locally at the client device. As shown in  FIG. 10 , a first step ( 1001 ) in an illustrative method involves the PC  102   1  implementing a continuous scan for media cards having a pushbutton RFID tag that is within range of its RFID reader. The second step ( 1002 ) involves the PC  102   1  receiving the modulated RF signal which includes the GUID from the RFID tag  115  when it is activated by a consumer pressing the button. At step three ( 1003 ), the PC  102   1  resolves the GUID locally and plays the media content associated with the media card  110  (again the “Jazz Favorites” album) from the local media content store  929 . Resolution of the GUID typically involves checking a local database associated with the metadata catalog  926  to identify applicable usage policy and locate the media content in the store  929 . 
     To mitigate the possibility that a media card may be duplicated without authorization, the PC  102   1  may be arranged to check with the activation service  912  ( FIG. 9 ) for each subsequent play request. This activity is shown in the flowchart of  FIG. 11 . PC  102   1  receives a play request from a pushbutton RFID tag ( 1101 ) and checks with the activation service  912  before granting the request ( 1102 ). If the activation service  912  determines that no other activation of an RFID tag with the same GUID has occurred on another client device, then it informs the PC  102   1  which can then fulfill the play request ( 1103 ). 
     If the activation service  912  determines that an activation of an RFID tag with the same GUID has occurred on another client device, then it informs the PC  102   1 . PC  102   1  can employ alternative techniques in response. It may fulfill the play request but subject it to a usage policy that, for example, restricts play count or other rights (transfer, retain, etc.) ( 1104 ). Alternatively, as indicated by the dashed line in  FIG. 11 , the PC  102   1  may reject the play request outright ( 1105 ). Because the usage policy can be provided by the service  905  and enforced by the local client device  102 , there is more flexibility to tune the policy and its effects on the consumer to best deter unauthorized use and piracy. This flexibility is an example of an additional benefit provided by the present arrangement which contrasts with the rigid application of DRM that might be embedded in traditional physical media. 
     Although the subject matter has been described in language specific to structural features and/or methodological acts, it is to be understood that the subject matter defined in the appended claims is not necessarily limited to the specific features or acts described above. Rather, the specific features and acts described above are disclosed as example forms of implementing the claims.