UK-based EE is transforming from mobile-first operator to TV hub, blending flexible UX, an open hardware partnership strategy, and a bet on multicast ABR technology (though the revenue model remains as clear as mud). EE’s Product Director Matthew Hughes, speaking at Connected TV World Summit, laid out the case for EE TV Flex, a new toggle-on/toggle-off customization feature that boosts engagement by 30% on average. EE TV Flex allows users to toggle content packages on and off monthly, avoiding long-term contracts. Customers can switch between packages like “Big Sport,” “Entertainment,” or “Full Works” at will, or add third-party streaming extras such as Netflix, Now Sports, TNT Sports, and discovery+. It’s an easy sell, Hughes claims, because it meets the demand…