LONDON (Alliance News) - Domain registry company Minds + Machines Group Ltd said Monday it is in "advanced discussions" with imToken, an ethereum wallet, about the support and integration of its .luxe domain.
The .luxe integration into imToken is expected to go live in the fourth quarter of 2018 and due to enter general availability on November 6.
The company said 57 partners have already signed up to support .luxe including registrars in China, Japan and Europe, as well as 16 serving the US market.
The .luxe domain - abbreviated from Lets U Xchange Easily - allows customers to use a personalised identifier instead of Ethereum's 40 character to "facilitate easier consumer-to-business and peer-to-peer transactions".
It is specifically designed to operate both on the world wide web and the Ethereum blockchain - meaning that if myname.luxe is typed into a web-browser it will take you to the website or web based service associated to it.
If the same name is then entered into an Ethereum browser, or service, myname.luxe will act as the public identifier for whatever product or service that has been securely associated to it, such as a cryptocurrency wallet.
Chief Executive Toby Hall said: "The integration of naming conventions into the blockchain universe where items today are identified through long randomly generated strings represents a small but highly significant step in taking blockchain services mainstream.
"By placing simplicity and ease-of-use at the heart of our approach, it is possible for our registrar partners to develop simple self-service solutions that can sit not just on their own sites but also within the service offerings of potential distribution partners. The partnership being developed with imToken is a fantastic example of this strategy coming into play."
Shares in Minds + Machines were down 1.4% Monday at 7.10 pence each.
