In the early 1900s the transatlantic passenger trade was highly profitable and competitive, with ship lines vying to transport wealthy travelers and immigrants. Two of the chief lines were White Star and Cunard. By the summer of 1907, Cunard seemed poised to increase its share of the market with the debut of two new ships, the Lusitania and the Mauretania, which were scheduled to enter service later that year. The two passenger liners were garnering much attention for their expected speed; both would later set speed records crossing the Atlantic Ocean. Looking to answer his rival, White Star chairman J. Bruce Ismay reportedly met with William Pirrie, who controlled the Belfast shipbuilding firm Harland and Wolff, which constructed most of White Star's vessels. The two men devised a plan to build a class of large liners that would be known for their comfort instead of their speed. It was eventually decided that three vessels would be constructed: the Olympic, the Titanic, and the Britannic.