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To improve the low luminous efficiency of a coplanar-type ac plasma display panel cell, two kinds of new cell designs have been proposed using two-dimensional numerical simulation. To generate more excited xenon atoms in the anode and the cathode regions, we use additional one or two small electrodes in conventional geometry. An auxiliary electrode between two sustain electrodes induces the positive column discharge by the particular driving voltage pulse waveform. Moreover, two bus electrodes embedded in the dielectric layer play an important role in creating excited xenon species. The use of these additional electrodes results in 80%-90% increment of the luminous efficiency in comparison with the conventional model.