Strategy With Vision (SWV) has published its International Market Model reports on the optical industry in the five major European countries for 2009-10, providing data on the volume and value of the ophthalmic lens and contact lens markets, the number of refractive surgery operations and the sales of the key optical retailers. This year, the reports will for the first time cover the growth and the development of the internet and an initial survey of the hearing aids industry. SWV is a specialist European consultancy led by Mark Mackenzie. Its reports are often used in budget meetings and as a neutral source in presenting financial plans to investors.