San Francisco: “The Google empire is trying to grow,” Gartner consumer technology research director Brian Blau said on the sidelines of the keynote presentation.

“Google is trying to be more like Apple; create more consistent experiences with devices that work together.”

Handset or tablet makers are free to customise free Android software to suit hardware and set themselves apart from rivals, but this has resulted in popular applications working on some gadgets and not others in a situation referred to as “fragmentation.”

Apple, on the other hand, so tightly controls software powering iPhones, iPads and iPod touch devices that developers can more easily target broad audiences.

Improving how well popular services or applications work across Android devices should also entice users to “lock in” to the platform the way Apple devotees remain loyal to the Cupertino, California company’s gear, according to Blau.

“Lots of variations of Android make developers work harder to support all those devices,” the analyst said.

“A consistent experience will help Google in the long run.”

Google also showed off steps it is taking to make Android devices along with its services offered in the Internet “cloud” amenable to workplaces.

Improvements include tools for separating personal and company uses of mobile devices, as well as better handling of files made using Microsoft Word, Excel or PowerPoint programs.

Outside the convention centre, protesters dressed as “Star Wars” film bad guy Darth Vader to remind Google of its founding vow not to be evil.

Protests did not disrupt on-stage presentations, and Pichai made a point of addressing criticism that women engineers are scarce in Silicon Valley firms.

Among those watching the conference online was a group of female developers in Nigeria, said Pichai, who noted that more than a fifth of those taking part in the conference are women.

“We are working hard to elevate women in computer sciences,” Pichai said.