South Aussies Russell Ivanovic and Philip Simpson first burst onto the scene in 2008 with their debut app, Pocket Weather, and were well ahead of the game when they launched Pocket Casts in 2010. Pocket Casts sought to address the convoluted process of listening to podcasts on your phone, well before Apple or Android had developed their own listening apps. Now, it's been acquired by four major US players in the industry (think NPR and This American Life), but Shifty jelly – Russell and Phil's development company – are finding a way to keep things local, while also ensuring the listeners and producers of podcasts interests' are prioritised. His message is about marketing, 'talkability' and not being afraid of hard work.