This report analyzes the US market for Gastrointestinal (GI) Endoscopy Devices in US$ Million by the following Product Segments: GI Videoscopes (Video Colonoscopes, Video Gastroscopes, Video Duodenoscopes, Video Ultrasound Endoscopes, & Others (Includes Video Sigmoidoscope & Video Enteroscope)), Endoscopic Retrograde Cholangiopancreatography (ERCP) Devices, Biopsy Devices, Hemostatis Devices, Capsule Endoscopy, and Others (includes enteral feeding devices, esophageal & biliary stents, esophageal dilation balloons, retrieval devices, polypectomy snares, and anti-reflux devices). Annual estimates and forecasts are provided for the period  2008 through 2017. The report profiles 32 companies including many key and niche players such as Boston Scientific Corporation, Conmed Corporation, Fresenius Kabi AG, Fujifilm, Given Imaging, Ltd., Hobbs Medical, Inc., Hoya Corporation, Johnson & Johnson, Ethicon Endo-Surgery, Inc., KARL STORZ GmbH & Co. KG, KARL STORZ Endoscopy-America, Inc., Medi-Globe GmbH, Olympus Corporation, Olympus Medical Systems, Olympus America, Inc., Gyrus ACMI, Richard Wolf GmbH, and US Endoscopy. Market data and analytics are derived from primary and secondary research.

TABLE OF CONTENTS

GASTROINTESTINAL (GI) ENDOSCOPY DEVICES						MCP-6133
A US MARKET REPORT	



                                            CONTENTS


  1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS                       1
      Study Reliability and Reporting Limitations                          1
      Disclaimers                                                          2
      Data Interpretation & Reporting Level                                3
       Quantitative Techniques & Analytics                                 3
      Product Definitions and Scope of Study                               3
       GI Videoscopes                                                      4
        Video Colonoscopes                                                 4
        Video Gastroscopes                                                 4
        Video Duodenoscopes                                                4
        Video Ultrasound Endoscopes                                        4
        Other Types of GI Videoscopes                                      4
       Endoscopic Retrograde Cholangiopancreatography (ERCP) Devices       5
       Biopsy Devices                                                      5
       Hemostatis Devices                                                  5
       Capsule Endoscopy                                                   5
       Other Gastrointestinal Endoscopy Devices                            5

  2. INDUSTRY OVERVIEW                                                     6
      Market Penetration of GI Endoscopes On the Rise                      6
      Improved Visualization: A Hallmark of Modern Gastrointestinal
       Endoscopes                                                          7
      Sanguine Growth On Cards                                             7
      Capsule Endoscopy: An Emerging Trend                                 7
      Current and Future Analysis                                          8
      Competition in the Endoscopy Systems Market: A Review                8
      The New Batting Order in the Global Market                           8
       Table 1: Leading Players in the Global Endoscopy Market
       (2010): Percentage Breakdown of Value Sales for Johnson &
       Johnson, Olympus, Covidien, Boston Scientific, Stryker, Smith
       & Nephew, Karl Storz, and Others (includes corresponding
       Graph/Chart)                                                        8

       Table 2: Leading Players in the Global Rigid Endoscope Market
       (2010): Percentage Breakdown of Value Sales for Karl Storz,
       Olympus, Stryker, Richard Wolf, and Others (includes
       corresponding Graph/Chart)                                          9

       Table 3: Leading Players in the Global Flexible Endoscopes
       Market (2010E): Percentage Breakdown of Value Sales for
       Olympus, Pentax, and Fujifilm (includes corresponding
       Graph/Chart)                                                        9

       Table 4: Leading Players in the Global Capsule Endoscopes
       Market (2010): Percentage Breakdown of Value Sales for Given
       Imaging and Others (includes corresponding Graph/Chart)             9

  3. PRODUCT OVERVIEW                                                      10
      What is Endoscopy?                                                   10
      Types of Gastrointestinal Endoscopy Devices                          10
       Gastrointestinal Endoscopes                                         10
        Types of Gastrointestinal Endoscopes                               11
         Upper G.I. Endoscopy                                              11
         Lower G.I. Endoscopy                                              11
        GI Videoscopes                                                     11
         Video Colonoscopes                                                11
         Video Gastroscopes                                                12
         Video Duodenoscopes                                               12
         Video Ultrasound Endoscopes                                       12
         Others Types of GI Videoscopes                                    13
          Video Sigmoidoscopes                                             13
          Video Enteroscopes                                               13
        Endoscopic Retrograde Cholangiopancreatography (ERCP) Devices      13
        Biopsy Devices                                                     14
        Hemostatis Devices                                                 14
         Argon Plasma Coagulation Probe                                    14
         Ligation Clips/ Hemoclips                                         15
         Ligation Band                                                     15
         Sclerotherapy Injection Needles                                   15
         Electrosurgery Probe                                              16
        Capsule Endoscopy                                                  16
         Drawbacks                                                         17
         Risks                                                             17
         Safe for Children                                                 17
        Other Gastrointestinal Endoscopy Devices                           17
         Enteral Feeding Devices                                           17
         Esophageal & Biliary Stents                                       17
         Esophageal Dilatation Balloon                                     18
         Retrieval Devices                                                 18
         Polypectomy Snare                                                 18
         Anti-Reflux Devices                                               19
      Indications for GI endoscopy                                         19
      Diagnostic Procedures Performed During GI Endoscopy                  19
      Therapeutic Procedures Performed During GI Endoscopy                 19

  4. PRODUCT INNOVATIONS/INTRODUCTIONS                                     21
      BSC Introduces ExpectTM Endoscopic Ultrasound Aspiration Needle      21
      Medigus Introduces Small Video Camera                                21
      US Endoscopy Unveils EntradaTM Colonic Overtube                      21
      Olympus America Launches GIF-H180J HDTV Gastroscope                  22
      EndoChoice Unveils Compliance EndoKit                                22
      EndoChoice Introduces TrapEaseTM Polyp Traps                         23
      Xlumena Obtains FDA Clearance for NAVIXTM Access Device              23
      OMSC and Siemens Introduce New Technology for Stomach
       Examinations                                                        23
      Given Imaging Launches PillCam® COLON 2 Capsule Endoscope            23
      Olympus America Launches New GIF-XP180N Gastrointestinal
       Videoscope                                                          24
      Olympus Launches EU-ME1, First Universal Endoscopic Ultrasound
       Processor                                                           24
      TeraRecon Unveils Aquarius iNtuition Version 4.4                     25
      CONMED Endoscopic Introduces Gastrointestinal Endoscopy Solutions    25
      Fujinon Rolls out Fully Digital EPX-4400 Endoscope System            26
      Given Imaging Introduces VueSpan Diagnostic Services                 26
      NDS Unveils Next-gen Visualization and Informatics Products
       for Surgery                                                         27
      NDS Unveils Latest Visualization Technologies for Endoscopy
       Procedures                                                          27
      Olympus Launches Endo Capsule                                        28
      US Endoscopy Introduces BioShield ERCP Biopsy Valve                  28
      US Endoscopy Rolls Out iSnare Injection Therapy and
       Polypectomy System                                                  28
      Boston Scientific Unveils SpyGlass Direct Visualization System       28
      Olympus Introduces GIF-FQ260Z and CF-FH260AZL/I GI Videoscopes       29
      PENTAX Releases i-Flex Scopes and EPK-i Video Endoscopic Systems     29
      Olympus Unveils Endo Capsule for Small Bowel Mucosa Visualization    30
      Olympus Unveils New Multispectral Video Endoscope Technology         30
      Olympus Introduces High-resolution Capsule Endoscope                 30
      PENTAX Unveils " i " Series Endoscopic System with Megapixel
       Image Support                                                       31
      Viatronix, Medicsight Jointly Release CAD Integrated V3D-Colon       31

  5. RECENT INDUSTRY ACTIVITY                                              33
      PENTAX Inks Agreement with Hitachi                                   33
      Ovesco Partners with DSM to Use Dyneema Purity® Fiber                33
      Nexcore Takes Over Meditron Range of Products from CooperSurgical    33
      Exagen Diagnostics and EndoChoice Enter into Agreement               34
      BARRX Inks Agreement with Medico's Hirata                            34
      Vital Images Expands Partnership with Sectra                         34
      Given Imaging Inks Distribution Agreement with FUJIFILM              35
      E-Z-EM, Inc Merges with Eagle Acquisition Sub                        35
      PENTAX and HOYA Merge                                                35
      FUJIFILM Merges Fujinon’s Endoscope Business into Medical
       System Business Division                                            36
      Given Imaging Takes Over Bravo pH-Monitoring Business of
       Medtronic                                                           36
      Smiths Group Acquires Zhejiang Zheda Medical Instrument              37
      Olympus Takes Over Gyrus Group                                       37
      ICAD and ACR Image Form Partnership to Initiate Colon-CAD
       Clinical Study                                                      37
      Karl Storz Inks Deal with EndoGastric for Marketing EsophyX
       and StomaphyX                                                       38
      Toshiba PACS Unit and Medicsight Ink Commercial Agreement            38
      Visage Imaging Inks Marketing Agreement with Viatronix               39
      Given Imaging Bags a 5-Year FSS Contract                             39
      Given Imaging Receives Approval for PillCam COLON                    40
      Medicsight PLC Seeks FDA Approval for Marketing ColonCAD in
       the US                                                              40
      Spirus Medical Receives FDA Approval                                 40
      The Scope Exchange and SterilMed Announce Merger                     40
      Alpine Announces Acquisition of GI Diagnostic Product
       Portfolio of Medtronic                                              41
      Medicsight Collaborates with Visage Imaging                          41
      iCAD Licenses NIH Technology and Expands Offerings for
       Colonoscopy                                                         42
      Given Imaging and Fujinon Corporation Enter into an Agreement        42
      InScope Terminates Marketing Agreement with Given Imaging            43
      Given Imaging Receives Approval for PillCam SB Capsule
       Endoscope in Japan                                                  43
      Avantis Medical Receives FDA Clearance for its Third Eye
       Retroscope                                                          44
      Given Imaging Secures FDA Approval for Next-Generation PilCam
       ESO 2                                                               44
      Given Imaging Receives FDA Approval for PilCam SB 2 and RAPID
       5 Software                                                          45
      IntroMedic’s MiroCam Receives CE Mark Clearance                      45
      IntroMedic Secures Korean FDA Approval for MiroCam                   45
      Bovie Announces Acquisition of Lican                                 45
      Stryker Completes Acquisition of Sightline Technologies              46

  6. FOCUS ON SELECT PLAYERS                                               47
      Boston Scientific Corporation (USA)                                  47
      CONMED Corporation (USA)                                             47
      Fresenius Kabi AG (Germany)                                          48
      Fujifilm (Japan)                                                     48
      Given Imaging, Ltd (Israel)                                          49
      Hobbs Medical, Inc. (USA)                                            49
      Hoya Corporation (Japan)                                             49
      Johnson & Johnson (USA)                                              50
       Ethicon Endo-Surgery, Inc. (USA)                                    50
      KARL STORZ GmbH & Co. KG (Germany)                                   50
       KARL STORZ Endoscopy-America, Inc. (USA)                            51
      Medi-Globe GmbH (Germany)                                            51
      Olympus Corporation (Japan)                                          51
       Olympus Medical Systems (Japan)                                     51
       Olympus America, Inc. (USA)                                         52
       Gyrus ACMI (USA)                                                    52
      Richard Wolf GmbH (Germany)                                          52
      US Endoscopy (USA)                                                   53

  7. GLOBAL MARKET PERSPECTIVE                                             54
      Table 5: World Recent Past, Current & Future Analysis for
      Gastrointestinal Endoscopy Devices by Geographic Region- US,
      Europe and Rest of World Independently Analyzed with Annual
      Sales Figures in US$ Million for Years 2008 through 2017
      (includes corresponding Graph/Chart)                                 54

      Table 6: World 10-Year Perspective for Gastrointestinal
      Endoscopy Devices by Geographic Region- US, Europe and Rest of
      World for Years 2008, 2011 & 2017 (includes corresponding
      Graph/Chart)                                                         55

  8. THE UNITED STATES                                                     56
      A.Market Analysis                                                    56
        Outlook                                                            56
        A Quick Primer                                                     56
         Widespread Gastrointestinal Diseases Offer a Solid Business
          Case                                                             56
          Table 7: Digestive System Related Cancers in the United
          States (2008): Breakdown of Number of New Cases Reported
          by Gender, and Cancer Site (includes corresponding
          Graph/Chart)                                                     57
         Less Invasive Medical Procedures: The Name of the Game            58
         Capsule Endoscopy Stands At the Forefront of Innovation           58
         Disposable Endoscopes Witness Rising Preference                   58
         Healthcare Cost Containment Lengthens Replacement Cycles          59
         Manufacturers Stand Up to the Challenge                           59
         Sanguine Growth On Cards                                          59
         GI Procedures On the Rise                                         59
          Table 8: GI Endoscopy Procedures Performed in the US
          (2006): Breakdown of the Number of Procedures by Type
          (includes corresponding Graph/Chart)                             60
        Aging Population: A Key Demographic Driver                         61
        Obesity: A Lifestyle Induced Driver                                61
        Colorectal Cancer Takes Colonoscopy Procedures to a Higher
         Level                                                             61
         Colon Capsule Endoscopy: Another Major Beneficiary                62
        Technology Innovations to Lend Traction to Growth                  62
        Reimbursement: A Review of the Current Scenario                    63
         Coverage for Colorectal Screening to Boost Gastrointestinal
          Endoscopy                                                        63
          Table 9: Reimbursement for Capsule Endoscopy (includes
           corresponding Graph/Chart)                                      64
        Virtual Colonoscopy: Is it a Substitute for Conventional
         Colonoscopy? A Discussion                                         64
         VC Enters the Trading Range                                       64
         VC Offers Numerous Advantages Over Conventional Colonoscopy       64
         A Straight Talk About the Future of Conventional Colonoscopy      65
         VC: Besotted With Problems                                        66
        The Batting Order in the US Market                                 66
         Table 10: Endoscopes Market in the United States (2008):
         Percentage Breakdown of Revenues by Specialty - GI
         Endoscopes, Pulmonary Endoscopes, Urology and Endourology
         Endoscopes, Gynecology Endoscopes, Laparoscopes,
         Arthroscopes, Neuroendoscopes, and E.N.T. Endoscopes
         (includes corresponding Graph/Chart)                              66

         Table 11: Leading Players in the US Endoscopy Systems
         Market (2010): Percentage Share Breakdown of Sales for
         Olympus, Karl Storz, Pentax, Fujifilm, and Others (includes
         corresponding Graph/Chart)                                        67

         Table 12: Leading Players in the US Gastrointestinal
         Endoscopy Market (2010): Percentage Share Breakdown of
         Sales for Olympus, Pentax, and Others (includes
         corresponding Graph/Chart)                                        67
        Product Innovations/Introductions                                  67
        Strategic Corporate Developments                                   70
        Key Players                                                        72
      B.Market Analytics                                                   76
        Table 13: US Recent Past, Current & Future Analysis for
        Gastrointestinal Endoscopy Devices by Product Segment - GI
        Videoscopes (Video Colonoscopes, Video Gastroscopes, Video
        Duodenoscopes, Video Ultrasound Endoscopes, and Others),
        Endoscopic Retrograde Cholangiopancreatography (ERCP)
        Devices, Biopsy Devices, Hemostatis Devices, Capsule
        Endoscopy, and Others Independently Analyzed with Annual
        Sales Figures in US$ Million for Years 2008 through 2017
        (includes corresponding Graph/Chart)                               76

        Table 14: US 10-Year Perspective for Gastrointestinal
        Endoscopy Devices by Product Segment - Percentage Breakdown
        of Dollar Sales for GI Videoscopes (Video Colonoscopes,
        Video Gastroscopes, Video Duodenoscopes, Video Ultrasound
        Endoscopes, and Others), Endoscopic Retrograde
        Cholangiopancreatography (ERCP) Devices, Biopsy Devices,
        Hemostatis Devices, Capsule Endoscopy, and Others for Years
        2008, 2011 & 2017 (includes corresponding Graph/Chart)             77

  9. EUROPE                                                                78
      A.Market Analysis                                                    78
        Outlook                                                            78
         GI Endoscopy Markets Weather Recession                            78
         Colorectal Scanning Drives Growth of Market in Recession          78
        Key Players                                                        78
      B.Market Analytics                                                   80
        Table 15: European Past, Current & Future Analysis for
        Gastrointestinal Endoscopy Devices with Annual Sales Figures
        in US$ Million for Years 2008 through 2017 (includes
        corresponding Graph/Chart)                                         80

  10. REST OF WORLD                                                        81
      A.Market Analysis                                                    81
        Outlook                                                            81
        Key Players                                                        81
      B.Market Analytics                                                   83
        Table 16: Rest of World Recent Past, Current & Future
        Analysis for Gastrointestinal Endoscopy Devices with Annual
        Sales Figures in US$ Million for Years 2008 through 2017
        (includes corresponding Graph/Chart)                               83


  COMPETITIVE LANDSCAPE

     Total Companies Profiled: 32 (including Divisions/Subsidiaries - 58)

     ------------------------------------------
     Region/Country                     Players
     ------------------------------------------
     The United States                    24
     Canada                                1
     Japan                                 6
     Europe                               20
      France                               2
      Germany                             12
      The United Kingdom                   4
      Spain                                1
      Rest of Europe                       1
     Asia-Pacific (Excluding Japan)        5
     Middle East                           2
     ------------------------------------------