'.LUXE' Enters General Availability

First Ethereum integrated domain name extension to resolve both on World Wide Web and Ethereum Blockchain
.LUXE Enters General Availability
.LUXE Enters General Availability
SEATTLE - Nov. 6, 2018 - PRLog -- At 16:00 UTC, November 6, 2018, the general public can, for the first-time, buy domain names in the new, ICANN approved, top-level domain, .luxe. The introduction of the extension marks a significant moment in the ongoing integration of blockchain technologies into mainstream adoption. For the first time, an ICANN approved extension is being launched where the same .luxe domain name that resolves on the world wide web can also securely resolve on the Ethereum blockchain. Alibaba Cloud, EnCirca and 101Domain are amongst over 70 registrar partners around the world who are already supporting the .luxe initiative.

As a result, for many .luxe will feel like any other top-level domain - such as .com, .de, .work – where names are used as the public address for websites, email or applications on the web. The big difference is .luxe names can also serve as secure public identifiers on the Ethereum blockchain. Up until now, Ethereum users have had to use cumbersome, 42-character hexadecimal strings, such as 0x638605e65530C614014Aa4ff00Adddc1117621A3, to refer to a blockchain item such as their wallet, smart contract or decentralized application, with no easy way to remember the identifier or use them on the World Wide Web. Through the .luxe extension, myname.luxe can both point to an individual's website and, for example, to their cryptocurrency wallet for making and receiving payments. .luxe names can likewise be used as the public identifiers for Ethereum smart contracts or decentralized applications.

Today, there are over 45 million Ethereum identifiers in circulation, with an estimated 200 million blockchain identifiers in total all using alphanumeric strings.

Developed in association with the Ethereum Name Service, .luxe has gathered significant momentum ahead of General Availability both in blockchain and corporate communities.

In the blockchain community, Ethereum's leading wallet provider, imToken, has already integrated .luxe into its product offering. For reference, as of August 2018, there were over 6 million imToken wallets in circulation, with over $45 billion in transactional throughput for the 18-month period to June 30, 2018. Additionally, .luxe already supports a further seven leading Ethereum based wallets with another five providers currently being integrated, which – when combined - represent the overwhelming majority of Ethereum transactional volume.

In the corporate community, businesses such as Google, Microsoft, Amazon and Oracle have all registered their names in the extension ahead of launch and, last week, MMX was honoured to perform the market opening at the London Stock Exchange in recognition of the innovation that .luxe represents.

Toby Hall, CEO of MMX, said:

"Credible naming conventions are at the heart of creating trust in the digital environment. Names were central to demystifying the abstract of IP address to consumers in the early days of the Internet and we believe they have a central role to play in the evolution of blockchain where identifiers today are typically long alphanumeric strings that can only be used within a single blockchain. Our goal with .luxe is therefore simple – to create a trusted naming approach that can work across multiple blockchains as well as the World Wide Web.  To achieve this, we are delighted to be working with the world's fastest growing blockchain, Ethereum, as a cornerstone partner."

Currently there is no interoperable naming convention across the World Wide Web and separate blockchains.  Each blockchain typically uses a randomly generated alphanumeric string as the public identifier for each item.

Yeming Wang, general manager of Alibaba Cloud EMEA, said:

"As one of the top three global Infrastructure-as-a-Service providers and a technology innovator, we have helped many companies across the globe with their digital transformation initiatives. Our mission is to provide a scalable, secure and robust platform so customers can focus on delivering business results. With a similar belief in mind, we are proud to be partnering with MMX to help bring a simple, consistent and user-friendly solution to a digitally-born technology, so users can concentrate on building the products to better serve the Blockchain communities."

Nick Johnson, Lead Developer Ethereum Name Service, said:

"We are delighted to welcome .luxe into the Ethereum Name Service. We see the approach being taken by MMX as fulfilling an essential role in generating broader mainstream understanding and adoption of blockchain solutions with ease-of-use and usability being central to their thinking."

Sales of .luxe names to the general public will begin on November 6, 2018 at 16:00 UTC.  For further information on .luxe, please visit www.join.luxe

Media Contact
Toby Hall, CEO
Christa Taylor, CMO
Tatjana Ramerth


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