Ethereum Name Service.

ENS maps human-readable names like 'alice.eth' to machine-readable identifiers such as blockchain addresses and content hashes. It serves as the decentralized identity layer for Web3, making complex wallet addresses easier to use and share.

Increasing importance of portable digital identity makes ENS an essential component for the future of the decentralized web.

Low barrier to entry for alternative naming services or centralized identity solutions could limit market dominance.