Ethereum is scouting for a high profile domain name. In this regard, it has entered into an agreement with Minds + Machines Group Limited (MMX), a specialist end-to-end domain service provider. Per the agreement, clients of Ethereum (ETH) will be able to register their domain addresses with MMX soon.
Presently, MMX is working to launch top-level domain luxe (which stands for “Let U Xchange Easily”). The pre-launch phase of luxe extension will begin soon and will be offered for sale to the general public in October.
Once a domain is registered with the luxe zone, it can be integrated with the Ethereum blockchain. Likewise, all associated services such as decentralized apps (DApps), smart contracts and distributed storage and can also be integrated easily.
Furthermore, a simple and attractive “user friendly” domain, representing all the unique characteristic of an individual’s ETH asset can be chosen, instead of using the usual 40 character identifiers.
The luxe extension also facilitates names to “resolve over the Internet in the normal way for email or web-based traffic.” This will enable users to perform the normal web activities using the same address that is used for their Ethereum related services or any other offerings.
Commenting on the partnership, Toby Hall, CEO of MMX, said
“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 $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 available to the general public in late October.”
In May 2017, ENS (Ethereum Name Service) was launched on mainnet. It features an automated registration process, which enables any user to quickly and cheaply register domain names ending in “.eth” using an auction process. ENS can be regarded as Ethereum’s first step towards mass adoption. It brings readable ETH addresses to the general public. Any user will be able to create readable friendly address like for example Cointrust.eth.