In the 1990s, strings of numbers like 166.111.1.11 were the only way to visit any website on the internet. The difficulties to correlate between the strings of numbers with the actual website led to a series of innovation which eventually gave rise to the introduction of the Domain Name System (DNS). The DNS drastically improved the user experience on the internet with easily recognizable domain names that bring users to the website, like the imToken’s official website, token.im.

The current development of blockchain is often compared to the development of the Internet in the 1990s, with counter-intuitive wallet addresses made up of a series of alphanumerics (like 0xb022e81cb167bbf9b992d968a2fea7465effa339).

Ethereum Name Service (ENS) was introduced to improve the user experience on the above mentioned, providing recognizable .eth wallet addresses tied to the users’ wallets, auctioned via ENS DApp, to execute transactions. After more than one year of operations, more than 160 thousand .eth domain names were auctioned off. imToken also introduced a native ENS Pro DApp for users to auction and transact with .eth domain names since the beginning.

The ENS team has also promised to improve the system to include functions like websites with the domain names within a year of its release. After a year of research and development, ENS announced a partnership with Minds + Machines Group Limited (MMX), a company that operates Top-Level Domain (TLD) (e.g. .com or .uk), to extend the ENS service to .luxe TLD.

What is .luxe domain name?

The MMX and ENS jointly introduced the first Top-Level Domain which combines Ethereum blockchain innovation and security with ease-of-use for today’s world, the .luxe standard. The collaboration enables ethereum users to register for .luxe domain (which stands for “Lets U Xchange Easily”), which allows transactions execution, interactions with smart contracts or even to name Cryptokitties, similar to that of a .eth domain name.

Furthermore, a .luxe domain name can function as a traditional website or email domain name. For more detail, please visit .luxe official website.

When can you register for a .luxe domain name?

MMX will launch the public offering of .luxe across 7 largest domain name marketplaces on November 6th, 2018. Users with existing ENS domain will be eligible for the limited registration period starting from October 9th, 2018, to register for the desired .luxe domain name.

Using an example to illustrate, if you are the owner of imtoken.eth, you will be able to register for imtoken.luxe from October 9th, 2018, and the limited registration period will end on October 25th, 2018. If you have yet to register for a .eth domain name, you may register for one with imToken ENS Pro DApp, with both imToken 1.0 and 2.0.

On top of that, imToken will also support the registration of .luxe domain names and related services following the launch.