Who competes with Handshake?

Who exactly are the main competitors to Handshake in the cryptocurrency and blockchain space? Are there other decentralized naming systems that offer similar functionalities or have a comparable market position? Are there any traditional domain name providers that have adapted to the blockchain technology and pose a threat to Handshake's unique selling proposition? How do these competitors differentiate themselves from Handshake, and what strategies do they employ to capture market share?