Amir Efrati reports that Google is close to launching a new product called “Drive”, a would-be Dropbox/Box/iCloud/etc competitor.

Before I left TechCrunch full time, I was hot on the trail of this project. Yes, Google had a Google Drive project that will killed off years ago, but a new one emerged last year and was being extensively used internally once again. 

Last I heard, this new Google Drive was said to be much better than the one that was killed off (which was killed off because many thought it “sucked”). It included a web component as well as Dropbox-like software piece that runs on your desktop. Mobile will be key as well, obviously. 

The most recent thing I heard supports what Efrati is reporting: that the prices are going to be more competitive than Dropbox.

As I’ve been saying, it’s coming for real this time. And it will have a software component to take on Dropbox.