As devices move towards being always online, and software development moves away from a fixed release schedule to a more organic continuous development, it is often useful to move end-user releases for those devices to a similar track. Assuming you have good development infrastructure, and suitable testing, it may be worthwhile looking at combining that with continuous deployment to provide maximum speed to market.
Software testing is one of those amorphous terms that covers a massive range of possibilities. Are we talking about integration, unit, black box, white box, systems, acceptance, regression, load, performance? The list goes on. In our experience, this is almost always a worthwhile effort, with paybacks in testing generally exceeding those from other areas, assuming that a pragmatic approach to testing is taken.