About Us


  • New Smart Office Automation (NSOA), the sole distributor for SHARP Office Automation products in U.A.E, formerly known as Al Ahlia Office Automation (AAOA) Division was founded in the year 1992. A new strategic partnership formed with New Generation Imaging (NGI) and the AAOA has been renamed as NSOA.
  • NSOA is responsible for Sales, Marketing and After Sales Servicing of SHARP Photocopiers / MFP’s and Electronic Cash Registers in complete form and their accessories including supply of Consumables and Spare Parts.
  • NSOA has two branches in the U.A.E (Dubai and Abu Dhabi) and the corporate showroom and Head Office is located in Dubai. NSOA has exclusive Service Centres in Dubai and Abu Dhabi and have professional arrangement for other Emirates to cater the Customer requirement.
  • The Directors and the management have extensive experience in Document Solutions Business in U.A.E. and the association with SHARP Corporation has started since 1995. Customer satisfaction is our top priority and we ensure “Total Satisfaction Guarantee” to all of our customers through our full-fledged sales and service, supported by a team of dedicated Sales & Technical staff.
  • SHARP’s Office Automation products are designed to boost the Productivity, Connect effortlessly, communicate clearly and unleash creativity like never before. SHARP is also dedicated to improve the people’s lives through the use of advanced technology, Commitment to innovation, security, quality, ease of use, serviceability, total Cost of Ownership and Environmental Performance.
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  • We have a team of more than 30 professionally qualified Direct Sales Consultants, huge professionally managed Dealer Network and a fully equipped service centre with 60 highly technical qualified engineers trained by SHARP – Japan. Our Service Team ensures fast, reliable and prompt service to our valued customers and partners.
  • Adequate spare parts and consumables are always available to carry out any sort of Hardware / Software, repair / maintenance and all our Service engineers are undergoing / attending periodic Service Training / refresher training conducted by SHARP Corporation, Japan through SHARP Middle East Office and practical training in various SHARP factories in Japan. China, Malaysia etc. and this will ensure our confidence to cater the end user professionally.

Our vision is to be the market leader in 2020 by ‘Providing Total Document Management Solutions’ through SHARP ’s extensive Award Winning line up of B/W & Color Photocopiers / MFP’s ranging from 16 CPM to 110 CPM which is fully poised to secure copy, print, scan, fax, manage and one of a kind solutions boost productivity and minimize operating costs by enhancing the way the workplace communicates without compromising on quality and reliability.


Our vision is to be the premier provider of office equipment and automation solutions.

The consultant in Office automation restructuring and document Process Reengineering.

Preferred partner in office document content management solutions and service.

Documents in organizations, both in paper and electronic format are scattered and un-accounted. The expenses are hidden and fragmented. The cost contributes invisibly to drain the profits.

Our vision is to leverage on our core competency to surface these costs, provide appropriate solution to optimize efficiency and manage the document environment with tangible results.


Supply and maintain devices that reproduce, communicate, preserve and retrieve hard copy and electronics office documents.

Integrate hardware and software to manage the office document needs.

Consolidate, collaborate and converge office equipment to reduce cost and enhance efficiency.

Take complete ownership of office document environment to empower customers direct the energy towards their core business.


Embed customer centrism, environmentalism and social responsibility with every employee and organizations process.

Proud Partnerships:
A Truly Eco-Positive Company

An Eco-Positive Company: a company that supplies energy-creating and energy saving products which focus on customer’s Health and their Living Environment. The objective is to contribute to realizing a low-carbon society by making positive environmental impact through customer use of Sharp’s energy-creating and energy-saving products greater than its negative environmental impact. Sharp focus on make possible a sustainable tomorrow for our future generation.

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