Abstract: A service provider system may include an application fulfillment platform that delivers desktop applications from a variety of sources to desktops on physical computing devices or to virtual desktop instances. An entitlement service of the platform may create and store entitlement records indicating which desktop applications each end user is entitled to and may manage the allocation of license activation slots for the desktop applications that are fulfilled through the platform. Licenses may be fixed for an end user or for a device, or may be floating licenses in a pool of licenses. An administrator in a service provider customer organization may specify the entitlements for its end users and may specify constraints on the allocation of licenses. Required applications may be pushed to end user devices. An end user's desktop applications, entitlements, and/or license activations may be retained or restored following the rebuilding of their computing resource instance.