Istanbul-based Turkcell Superonline (TSOL) is an innovative telecom service provider founded in 2004. In 2008, TSOL adopted the Balanced Scorecard to manage rapid growth in line with their vision and to ensure alignment within the company and with their shareholders. TSOL achieved profitability in 2009 and its net income turned positive in 2012. TSOL's "soft" benefits – strong employee morale, organizational alignment, and internal communication - have set the stage for dramatic growth in market penetration and profitability.