The most action packed day of the football calendar is almost upon us and to ensure tomorrow's transfer deadline day is not interrupted with life's daily chores, Sky Sports News presenters Jim White and Charlotte Jackson tried out an innovative new trolley at Sainsbury's, designed to allow customers to stream the latest sports action via the Sky Go iPad app while they shop.

ENGADGET: iPad dock shopping cart keeps footie fans and their other halves happy

The problem is that this four step decision-making cycle: curiosity, awareness, insight, action is rarely presented to end-users in one elegant stream.

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"All the play-by-play action on the field now comes to life in real time on ConnecTV with a stream of deep stats, player bios, news and more, " said former Oakland Raider Tim Brown, who chats with fans on ConnecTV.

ENGADGET: ConnecTV adds SocialTV Timeline for mobile, puts chats with stars on a second screen

In the case of the Mailbox app, the complexity is that we have multiple actions that we might want to take in response to a message in our incoming stream, some of which are immediate and others wich involve deferring immediate action for a later (specified or unspecified) time.

FORBES: Mailbox App Revolutionizes Gmail Productivity, Will Google (Or Apple) Buy It?