Rogers Communications is to cut another 900 jobs nationwide to streamline its management and better compete against rivals Bell Canada and Telus Corp., a cut which accounts for around 3% of the company’s 30,000-strong workforce. Rogers did not break out the latest job cuts in terms of geography or division, and only indicated they will fall more heavily on backroom operations as the company continues to hire more ‘customer-facing’ employees, including at call centers.

Rogers spokeswoman Carly Suppa said the layoffs were part of an ongoing reorganization that in September included merging Rogers’ cable and wireless businesses and eliminating around 20% of the vice-presidents in Rogers’ cable, wireless and corporate groups.

Rogers remains profitable but is encountering increased headwinds, including rivals Bell Canada and Telus ending its iPhone monopoly after they recently started to market the Apple smartphones to their own customers. Rogers used revenue from lucrative iPhone sales and usage plans to offset recent falls in radio and TV advertising revenue in the challenging economy.

Rogers is also continuing to diversify from its traditional cable TV business with moves that include acquiring a minority stake in Michael Eisner’s new media studio, Vuguru, and launching the ad-supported video portal Rogers OnDemand Online on Nov. 30.