Ethereum Launches .luxe Domain Instead of the Annoying 40-Character Identifier

Great news for Ethereum users! Instead of the long, confusing and forgettable (if ever really remembered) Ethereum’s hash identifier, soon users will be able to register an ICANN-authorized dedicated web address with the top-level domain “.luxe” that will be associated with their Ethereum asset (wallets, smart contracts, distributed storage, DApps, etc.).

The possibility to shift between the elusive 40-character identifier to a catchy internet address has materialized due to a partnership of Ethereum with the domain registrar Minds + Machines Group Limited (MMX in the London Stock Exchange’s AIM). The agreement will enable holders of Ethereum assets to link them to a unique web address with the top-level domain “.luxe”; for instance, an Ethereum user whose name is, let’s say, Satoshi Nakamoto could register and then use the address BetterThanBTC.luxe for his ETH wallet in place of the current baffling 40-character hash identifier. The “.luxe” top-level domain, if you already asked, stands for “Lets U Xchange Easily.”

The .luxe web names should be available for acquisition through the many domain registrars all over the world and should be easily connected to all major ETH wallets such as IM Token, My Crypto, My Ether Wallet and Mist. The roll out of the .luxe domain will be gradual, and on November 6 it will finally become available for the general public. Here’s the full timeline of the .luxe launch:

Ethereum Name Service (ENS) currently operates the non-ICANN authorized (and thus problematic) “.eth” top-level domain, which encompasses a lot of inconveniences and hardships; yet, it had still attracted notable demand. As part of the .luxe launch, those who purchased a .eth domain will be granted priority to acquire a .luxe domain that will match their existing .eth name. MMX CEO, Toby Hall, addressed this issue in the official press release announcing .luxe:

We already know from Ethereum’s test in its non-ICANN authorised .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 for sale to the general public in late October.

One of the greatest hurdles that still stands in the way of all cryptocurrencies to mass adoption is convenience and ease; the present 40-character ETH identifier could be a truly deterring factor for non-tech-savvy folks who would consequently rather stick to their comfy traditional financial options, even if they do find interest in crypto. In that regard, the .luxe top-level domain is certainly another move towards broad mainstream recognition.