The Ethereum Name Service (ENS) is about to be integrated into the rest of the world wide web via a partnership with Mind + Machines Group (MMX), which will make .luxe a top level domain name like .com or .org. The .luxe top-level domain name will be available for purchase starting from 30 October 2018 and stands for Lets U Xchange Easily.

The .luxe top-level domain has been approved by the Internet Corporation for Assigned Names and Numbers (ICANN) and will be resolvable across the world wide web. The .luxe domain names will have a corresponding hash on the Ethereum blockchain, like any Ethereum asset.

Users will be able to use .luxe domain names instead of hashes to transfer assets on wallets that are ENS enabled, which is most Ethereum wallets. This will make transacting with Ethereum an easier process since .luxe domain names can be easily memorized, versus a 40-character hash which is impractical to memorize. It is expected that .luxe will increase the movement of Ethereum assets, and will be widely used by wallet services, Dapss, and smart contracts.

The CEO of MMX, Toby Hall, said, “MMX is committed to working alongside ICANN and leading technology partners to ensure domain names continue to have real relevance to entrepreneurs, developers and end-users in the twenty-first century. We already know from Ethereum’s test in its non-ICANN authorized .eth zone that there is a real proven demand for word-based identifiers that are blockchain enabled, ENS having received deposits of over USD 28 million on approximately 300,000 seven-character words and above in the .eth zone. We look forward to working with ENS to allow those .eth registrants the opportunity to claim their equivalent .luxe name before the Company launches .luxe for sale to the general public in late October. We are delighted to have developed a deep working relationship with the keyholders of ENS.”

The lead developer of ENS, Nick Johnson, said, “We’re very excited to be helping advance integration between existing DNS-based name services and the Ethereum Name Service, improving usability for blockchain applications and users.”

From 9 to 25 October, users who have .eth domain names registered with ENS can claim their .luxe equivalent, and after that .luxe domain names will be on a first come first served basis.


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