Companies are finding increasingly creative ways to shorten their release cycles. Some are adopting new development methodologies that can speed up code deployment, while others are tapping the power of the crowd with the help of providers like Applause Inc., which raised $35 million today to spread the word about its approach.

The Massachusetts-based startup operates a global network of over 250,000 “experienced QA testers” with about a million devices at their disposal. When a company needs to assess a new application, it can use Applause’s cloud-based frontend to find professionals whose profile aligns with the end-users its project targets. The service makes it possible to define what devices and operating systems should be used for a test, set configuration requirements and even specify the desired location of the participants. The latter feature is designed mainly to let organizations address Internet conditions in the regions where they plan on deploying their software.

If, for instance, a U.S. retailer wants to check if a mobile shopping app performs well in areas with poor connectivity, it can have Applause relegate testing to professionals whose network setups meet the requirement. The platform even provides the ability to choose specific carriers if need be to fine-tune evaluation condition even further. And it also lets organizations define the pace of their tests based on their specific project goals.

Applause claims that members of its network can executive a full test cycle in as little as a few hours, or spread out the process over several weeks to provide room for revision. The startup will use today’s funding to increase the usefulness of its platform even further with an eye towards omnichannel use cases. Specifically, it plans to add improved support for connect devices and let customers test applications in more environments including  brick and mortar stores.

Applause has raised a total of $115 million to date from nine investors. Today’s round was led by Credit Suisse Group and saw the participation of Accenture plc along with all of the startup’s existing backers.

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