Google Inc (NASDAQ:GOOG) CFO Patrick Pinchette gave a presentation at Morgan Stanley (NYSE:MS)’s Technology, Media & Telecom Conference this week, and highlighted the need to keep user experience as the company’s top priority.

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Analysts at Morgan Stanley issued a report to investors with the key takeaways from this year’s conference. They pointed out that Google has made big investments into design consistency across products like Gmail, YouTube and Chrome and devices like its Chromebooks and Nexus smartphones and tablets. The analysts see Google’s design consistency as tying the company’s portfolio together like never before.

Google Inc (NASDAQ:GOOG)’s next goal is to “give users search results before they ask,” get rid of the friction that exist between the user, the device, and the web and provide “things, not strings.” The company’s Google Now product aims to do all of those things.

Pinchette also said core search continues to be important for Google’s business model. He called Knowledge Graph the “second inning” in the company’s goal of organizing and delivering “structured information to users and better targeting to advertisers.”

He also said Google continues to remain focused on opportunities for monetization in every business it touches. According to Pinchette, search ads have a big opportunity to boost both prices and relevancy. Also the company’s Enhanced Campaigns feature makes it possible to sell to audiences rather than devices.

Based on Pinchette’s presentation this week, Morgan Stanley (NYSE:MS) analysts said they expect the price of Google’s shares to appreciate because of “consistent execution coupled with multiple expansion.”

They also pointed out that the company’s history of innovation does indicate that we can expect more innovation in the future, particularly when it comes to share of travel, local and other new search areas.

The analysts said they see the key value drivers for Google Inc (NASDAQ:GOOG) as offline advertising formats, YouTube, mobile advertising and display advertising. They have maintained their Overweight rating on shares of Google.