  We analyze the end-point region of the photon spectrum in semi-inclusive
radiative decays of very heavy quarkonium (m alpha_s^2 >> Lambda_QCD). We
discuss the interplay of the scales arising in the Soft-Collinear Effective
Theory, m, m(1-z)^{1/2} and m(1-z) for z close to 1, with the scales of heavy
quarkonium systems in the weak coupling regime, m, m alpha_s and m alpha_s^2.
For 1-z \sim alpha_s^2 only collinear and (ultra)soft modes are seen to be
relevant, but the recently discovered soft-collinear modes show up for 1-z <<
alpha_s^2. The S- and P-wave octet shape functions are calculated. When they
are included in the analysis of the photon spectrum of the Upsilon (1S) system,
the agreement with data in the end-point region becomes excellent. The NRQCD
matrix elements <1^3S_1| O_8(^1S_0) | 1^3S_1> and <1^3S_1| O_8(^3P_J) | 1^3S_1>
are also obtained.
