Battery life and outdoor visibility are two of the most important features for mobile applications today. It is desirable to achieve both low power consumption and excellent outdoor visibility on the display device at the same time. We have previously reported a new RGBW method to realize low power consumption and high luminance with high image quality. In this paper, the basic concept of a new RGBW calculation utilizing an “Extended HSV color space” model is described, and also its performance, such as low power consumption, color image reproducibility and outdoor visibility is presented. The new method focuses on the luminance-increase ratio by means of a White signal for the display image data, and derives the appropriate RGBW signal and backlight PWM signal for every frame period. This dynamically controlled system solves the problems of conventional RGBW systems, and realizes the same image quality as a corresponding RGB display. In order to quantify its color image reproducibility, a spectroscopic measurement has been completed using the Macbeth Color Chart. In addition, the advantages of high luminance by the new RGBW method is described. The converted tone curve with an RGBW method provides very high luminance, such as 1,000cd/m², and improved outdoor visibility. Finally, a newly developed 4.38-inch full-HD (1,080 × 1,920) 503ppi prototype LCD utilizing this new RGBW technology is described.