We developed a novel Patterned Vertical Alignment (PVA) LCD for mobile application with high transmittance and reliability by optimizing the design rule, fabrication process and LC materials. Out, new design rule enabled an increase of 36% aperture ratio (AIR) and better electro-optical performance compared with those of the conventional PVA structure. Image sticking and edge smudge level also were reduced by using newly developed alignment material and ultraviolet (LTV) sealant.