Berkshire Buys MyAssist Concierge Service

Berkshire Hathaway Inc., investor Warren Buffett's firm, is buying MyAssist Inc., a service that provides live in-car concierge services.

Buffett is betting on a growing market for human as opposed to electronic support for drivers as a way to build customer loyalty. MyAssist current provides such services for clients that include Ford Motor Co. and Daimler AG's Mercedes-Benz unit.

The company also provides call center services, travel assistance, emergency support and other capabilities on a global scale. It describes its approach as a blend of live agents and advanced location and wireless technologies.

MyAssist was owned by The Noel Group. CEO John Noel will continue to run the company, according to Berkshire.