Intra coding has relatively low coding efficiency, however, it is an indispensable coding tool since it provides random access and low-complex encoding. A new intra prediction mode coding scheme is proposed in this paper to improve its coding efficiency. The proposed scheme can save bits used in representing intra prediction mode by selectively not transmitting intra prediction mode bits. If the proposed decoder can estimate the optimal intra prediction mode chosen by the encoder for itself, it performs intra coding and skips sending intra prediction mode; otherwise, it performs the same conventional intra coding as the H.264/AVC. Simulation results show that compared to the H.264/AVC, the proposed method improves coding efficiency for various video sequences.